Introduction: Green Marketing and Management in Emerging Markets—Achieving Success Through People

The increased industrialisation in emerging markets has its associated consequences. One of such consequences is environmental pollution and degradation because of unsustainable business activities. To curb environmental pollution and encourage practices that promote environmental sustainability, organisations must adopt innovations, such as green marketing. Green marketing is the application of sustainability initiatives to marketing activities, for organisational performance and environmental safety. Achieving green-marketing goals requires a focus on people and people management functions, which has received less attention in the marketing literature. In this chapter, we introduce the concept of green marketing and the need to focus on people as a crucial resource for successful green marketing practices in emerging markets.