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Green Marketing and Entrepreneurship
This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of...
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Green Marketing and Brand Perception: Unveiling the Consumer Perspective
This study assesses the impact of green marketing initiatives on brand perception and investigating how brands’ sustained commitment to environmental...
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Green Promotion and Marketing Communication
Marketing, often criticized for contributing to unsustainable development, holds the potential to promote sustainability. Promotion, a powerful...
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Research on Channel Construction Under Green Marketing
In the twenty-first century, with the rapid development of global science and technology and economic productivity, the harmonious relationship...
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Authenticity, Blockchain Technology and Green Marketing
This chapter delves into the pervasive issue of information asymmetry within global supply chains and its ramifications on consumers’ perception of...
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Green Integrated Marketing Communications
This chapter explores approaches used by brands in coordinating their communication efforts using a green integrated marketing communications...
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The Virtues of Green Marketing A Constructive Take on Corporate Rhetoric
This open access book explores the idea that corporate rhetoric can be a force for good. In develo** a new framework for analysis and discussion of...
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Green-Marketing-Management
Nachdem das »Why to do« und das »What to do« in den vorangegangenen Kapiteln eingehend beschrieben wurde, wenden wir uns jetzt dem »How to do« zu....
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Implementation of green marketing frameworks based on conceptual system designing by integration of PESTLE, classical Delphi and MCDM modeling
Business has always been conducted between races and nations through the history, whereas lack of communication has hindered products accessibility....
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Media Richness Theory (MRT) Model: An Implication for Immersive World Toward Effective Green Communication Generating Green Marketing Awareness Among FMCG Retailers
Green Marketing Practices (GMP) are those eco-friendly actions that have minimal or no negative impact on the environment. In the era of...
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Introduction: A New Framework for Green Marketing
This chapter introduces the idea, at the heart of the book, that we need a constructive turn in the rhetorical study of green marketing, as the...
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Green Marketing in Emerging Economies A Communications Perspective
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product...
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Mit Green Marketing starten
In der Entwicklung, Umsetzung und Kommunikation einer grünen Marketing- und Unternehmensstrategie steckt ein großes Potenzial, das insbesondere...
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Green, green, it’s green they say: a conceptual framework for measuring greenwashing on firm level
This paper proposes a conceptual framework to determine a greenwashing indicator on firm level, based on five pillars of information that capture the...
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How User Engagement Mediates the Effect of Social Media Marketing Efforts on Brand Loyalty of Green Products. The Role of Green Brand Bullying
Green products are getting more preferred than the conventional ones as they are related with sustainable consumption. Digital marketing practices...
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From the Sins of Greenwashing to the Virtues of Green Marketing
This chapter further develops the virtue perspective. First, by taking stock of the classical virtues. Then, we flip the “sins of greenwashing” to...
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Green Practices in Marketing
This chapter aims to describe the role of green communication, openness, and altruism on customers’ intentions to purchase gen products. The theory...
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Simon Marketing
The marketing area at the University of Rochester’s Simon Business School is and aspires to remain a leading research institute specializing in the...
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Green Marketing as an Ethical Practice for Halal Entrepreneurs for a Sustainable Ecosystem
The negative impacts of human activities on the environment have been generating considerable amounts of concern for several decades. Today,...