Overview
- Explores green marketing communications in emerging economies
- Offers benefits for researchers and students interested in marketing and sustainability initiatives
- Provides practitioners with information on how to communicate the organisation's green offerings
Part of the book series: Palgrave Studies of Marketing in Emerging Economies (PSMEE)
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Table of contents (11 chapters)
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Front Matter
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Communications
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Front Matter
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Branding
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Front Matter
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Back Matter
Keywords
About this book
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 organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.
Editors and Affiliations
About the editors
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. Ayça Can Kırgız is an Associate Professor at the Istanbul Kent University, Turkey.
Bibliographic Information
Book Title: Green Marketing in Emerging Economies
Book Subtitle: A Communications Perspective
Editors: Emmanuel Mogaji, Ogechi Adeola, Isaiah Adisa, Robert E. Hinson, Chipo Mukonza, Ayça Can Kirgiz
Series Title: Palgrave Studies of Marketing in Emerging Economies
DOI: https://doi.org/10.1007/978-3-030-82572-0
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-030-82571-3Published: 04 January 2022
Softcover ISBN: 978-3-030-82574-4Published: 05 January 2023
eBook ISBN: 978-3-030-82572-0Published: 03 January 2022
Series ISSN: 2730-5554
Series E-ISSN: 2730-5562
Edition Number: 1
Number of Pages: XIX, 279
Number of Illustrations: 24 b/w illustrations
Topics: Marketing, International Business