Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers.
The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers green adoption, behaviour, and attitude towards sustainability practices.
This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisations green offerings while positioning the organisation as a green brand to influence consumers green purchasing behaviours.
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1 Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction |
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1 | (16) |
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17 | (124) |
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2 Green Integrated Marketing Communications |
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19 | (24) |
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3 Green Marketing Communication and Consumer Response in Emerging Markets |
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43 | (32) |
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4 Green Marketing and Consumer Scepticism in Emerging Economies |
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75 | (20) |
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5 A Conceptual Framework: Creating Competitive Advantage Through Green Communication in Tourism and Hospitality Industry |
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95 | (24) |
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George Cudjoe Agbemabiese |
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6 A Critical Perspective on Greenwashing Under the Roof of Corporate Environmentalism |
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119 | (22) |
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141 | (110) |
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7 Drivers of Green Brand Equity and Green Purchase Intention in Emerging Markets |
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143 | (24) |
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8 Green Branding Implementations in Hard-Discount, Low-Cost Turkish Textile Brands |
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167 | (26) |
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9 Green Brand Equity in an Emerging Economy: Ghana in Perspective |
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193 | (32) |
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10 Environmentalist Political Communication: Nation-Branding and Political Socialization Through Environmentalism |
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225 | (26) |
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251 | (24) |
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11 A Theoretical Framework for the Influence of Green Marketing Communication on Consumer Behaviour in Emerging Economies |
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253 | (22) |
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| Index |
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275 | |
Dr. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK.
Dr. Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria.
Isaiah Adisa is a management researcher and consultant based in Nigeria. Isaiah has co-edited book(s) on green marketing and green people management.
Professor Robert E. Hinson is a Professor of Marketing at the University of Ghana and University of Lincoln in the United Kingdom.Dr. Chipo Mukonza is Founder and Managing Director of RC Global Research Training and Consultancy. She is also a Lecturer at Tshwane University of Technology, South Africa.
Dr. Ayēa Can Krgz is an Associate Professor at the Istanbul Kent University, Turkey.
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