Green marketing is a new and evolving concept of marketing green and eco-products with well-defined eco-standards-consisting of wide-ranging eco-friendly products, satisfying eco-labelling and eco-footprinting standard norms. The article focuses on the significance of green branding and eco-labelling with stress on eco-innovations with a view to developing a sound and sustainable green marketing strategy. The article examines how green consumerism can be linked to eco-market and to what extent this can be influenced by cross-cultural differences in consumer behaviour. The scope of involving green marketing with corporate ethics and corporate social responsibility (CSR) for inclusive growth of green markets has been explored. The article also examines how the green branding can leverage the eco-market through the mechanism of eco-labelling and eco-footprinting, complimented by green supply chain management practices. Finally, the article studies, at some length, the desirability of considering the aspects of sustainability factor and ecoinnovations which can help promote green consumerism.

In the modern world, ecology and the economy are on cross roads. With the increasing pace of globalization and economic liberalization, giving birth to the rapid growth of consumerism by the modern civilization, there is growing consciousness to move gradually towards green growth with sustainability. This is now becoming possible by enhancing eco-consciousness both among the producers as well as the consumers. The chosen path is obviously to go in for more and more eco-innovations to provide complementarily to industrial production without sacrificing much on the production as well as economic front. Renewable alternate technologies -widely known as ecotechnologies, are now being developed with massive investment on R&D activities by several research organizations across the world to achieve this mission. To leverage the gains from eco-innovations and achieved through proactive and carefully planned organizational and R&D support, there seems to be a surge in the growth of Ecoindustries; which in turn, are getting increasingly organized as a chain of eco-industry, by constantly evolving replicable as well as sustainable eco-industrial models in the emerging sectors of economy, prominently in the EU countries. The paper takes a holistic and strategic review on how the Eco-innovations and their ecospecific promotional and developmental efforts are stimulating the sustainable development of Eco-industries and enhancing Green growth by setting up of demonstrable Eco-industrial models in multi-sectoral areas in Europe and the other parts of the world. The paper also provides a brief account of various corporate and entrepreneur initiatives taken in developing sustainable Eco-industrial business models and the methodologies to measure the impact of eco-innovation projects.

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Aviation is one of the fastest growing industries as well as transportation modes in the world. Global aviation contributes about 2% of global greenhouse gas emissions and supports 8% of the world economic activity in terms of GDP. With the phenomenal growth in air trafficking by the national and international airliners the total carbon space available for flying is getting progressively diminished and the consequential emission levels are also becoming alarming over passage of time. The paper describes the concept of evolution of Green Transport system with focus on manufacturing of green aircraft and sustainable green marketing involving green supply chain. This entails introduction of New and innovative technologies, including aircraft designing, improving operational efficiency, air traffic control & monitoring etc; combined with emission mitigation efforts towards sustainable growth of the industry, can make enormous improvements in emission control and reduction in a planned and system-based manner. These integrated approaches are proposed to be used to harmonize the systems and processes that can essentially constitute the suggested framework of the Green Aviation Transport system. The paper, inter alia, discusses various conceptual, strategic, technological and economic and environmental dimensions of the Green Aviation transport system with focus on creating new Green Marketing opportunities for the aviation industry in future.

The concept of ‘Greening’ is intrinsically linked to offsetting and abatement of greenhouse gas (GHG) emissions, resulting largely from fossil fuel–based and energy-intensive industrial operations and various anthropogenic actions. ‘Kyoto Protocol’ pioneered the concept of mandatory reduction and compliance of GHG reduction norms applicable for major polluting nations in the world by 2012 and beyond. This prompted the corporate world to go in for introduction and commercialisation of ‘clean’ and ‘green technologies’ to mass produce and market wide-ranging green products. This had in turn led to the concept of Green Marketing. The concept of Green Supply Chain Management (GSCM) has been a parallel development to push the green products in an ever-expanding market with huge future potential—given growing customer consciousness towards eco-friendly green products and changing lifestyles. The article reviews and analyses different dimensions and facets of GSCM, including the evolution of the concept, approaches of building the constructs of GSCM, implementation strategy, linkage with transport systems, ‘Lean’ concept in supply chain management (SCM), green innovations and sustainability issues of GSCM and Green Logistics strategies for evolving integrated GSCM system.