Nguyen, P and Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2023) A theoretical framework for the influence of green marketing communication on consumer behaviour in emerging economies. In: Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Adeola, Ogechi, Adisa, Isaiah, Hinson, Robert, Mukonza, Chipo and Kirgiz, Ayça Can, (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. 253-274. ISBN 978-3030825720; 978-3030825713; 978-3030825744 (doi:https://doi.org/10.1007/978-3-030-82572-0_11)

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Abstract

Marketing is grounded on the premise that a business’s communications can influence public perceptions about the business and its offerings. By extension, both perceptions and attitudes are key antecedents for purchase intention and buying evaluation. This chapter presents a conceptual framework for the influence of green marketing communication on consumer behaviour, focusing on emerging economies. First, the chapter proposes a new detailed framework that maps the flow/processes from the guiding principles of brands’ communication to engagement and feedback from customers. Second, using the newly proposed framework, the paper reviews and organises the research literature around the key concepts comprising the framework in the interdisciplinary nexus of green marketing communication and emerging economies. The paper presents information that will enable brands to understand better the contexts in which they are communicating. Finally, the chapter discusses the implications for brands, marketing practitioners and other stakeholders in communicating their messages in emerging economies.

Item Type:	Book Section
Uncontrolled Keywords:	green marketing; marketing communication; consumer behaviour; emerging economies; theoretical framework
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 13:37
URI:	http://gala.gre.ac.uk/id/eprint/37007

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