Green marketing in emerging economies: Communication and brand perspective: An introduction

Abstract

Green marketing functions encompass branding, packaging, and communication of the benefits of green products to attract and retain green consumers. It is also aimed at achieving sustainability goals. With the growing consumer market and awareness of the impact and benefits of green products, organisations must channel their resources towards developing a green product that appeals to the need of the consumers in their environment. Apart from product development, which is crucial, green offerings will undoubtedly influence consumer purchase behaviour, particularly when the right brand image is established. This chapter introduces the core discussions in the book and provides the platform for evaluating and considering how organisations can effectively communicate and brand their products to achieve business, societal, and sustainability goals.