Green marketing: An introduction

Abstract

In recent years, the concept of green marketing has gained prominence due to the increasing need for environmentally conscious practices in organisations. In emerging markets, the increase in industrial activities puts countries in unsustainable conditions, necessitating organisations and other stakeholders to put in place measures to address environmental concerns. However, adopting green practices to promote social and economic sustainability requires an understanding of the concept of green marketing, the benefits and importance of going green, the critical components of green marketing, and how the practice can be conceived and effectively implemented in emerging economies. This chapter introduces green marketing and emphasises its strategic and operational imperatives to organisations in emerging economies. Organisations must go beyond adopting green marketing practices to become advocates of green practices in emerging markets.