Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Adeola, O, Adisa, I, Hinson, R, Mukonza, C and Kırgız, A (2023) Branding and communicating green marketing practice in emerging markets: an Introduction. In: Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Adeola, O, Adisa, I, Hinson, R, Mukonza, C and Kırgız, A, (eds.) Green Marketing in Emerging Economies: A Communications Perspective. Palgrave Studies of Marketing in Emerging Economies book series (PSMEE) . Palgrave Macmillan - Springer Nature, Cham, Switzerland, pp. 1-16. ISBN 978-3030825720; 978-3030825713; 978-3030825744 (doi:https://doi.org/10.1007/978-3-030-82572-0_1)

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Abstract

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

Item Type:	Book Section
Uncontrolled Keywords:	Green marketing
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Marketing Research Group (MRG)
Last Modified:	09 Jan 2023 13:59
URI:	http://gala.gre.ac.uk/id/eprint/37006

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