Green Marketing in Emerging Economies: A Communications Perspective

The book "Green Marketing in Emerging Markets" explores how organizations can effectively communicate their green offerings to consumers in emerging markets, leveraging unique opportunities for product innovations and positioning as green brands. It is part of a multi-volume work on green marketing and provides insights for researchers, students, and practitioners.

Format: Hardback
Length: 279 pages
Publication date: 04 January 2022
Publisher: Springer Nature Switzerland AG

Green marketing is a rapidly growing field within the sustainability discourse, with a focus on key areas such as green product development, marketing strategy, and advertising. Success in green marketing involves effectively influencing, orienting, and communicating an organization's green offerings to consumers. Emerging markets, characterized by their rapid industrialization and economic growth, present unique opportunities for green product innovations to thrive. Therefore, organizations must ensure that their value proposition is effectively communicated to consumers in these markets.

This book is a valuable contribution to the literature on green marketing, as it highlights the goals and objectives of green marketing, including influencing consumer green adoption, behavior, and attitude toward sustainability practices. It serves as a resource for researchers, students, and practitioners interested in marketing and sustainability initiatives in emerging markets. Additionally, it is recommended for marketing managers and brand consultants who seek to understand how to communicate their organization's green offerings while positioning themselves as green brands to influence consumer green purchasing behaviors.

The book is part of a multi-volume work that explores various aspects of green marketing, providing a comprehensive understanding of this emerging field. It offers insights into the challenges and opportunities associated with implementing green marketing strategies in different contexts, including emerging markets. By examining the case studies and examples provided in the book, readers can gain practical knowledge and apply these principles to their own marketing efforts.

Overall, this book is a valuable resource for anyone interested in promoting sustainability and driving positive change through marketing. It provides a comprehensive and practical guide to green marketing, making it an essential read for researchers, students, practitioners, and marketing professionals alike.

Weight: 519g
Dimension: 210 x 148 (mm)
ISBN-13: 9783030825713
Edition number: 1st ed. 2022