Environmental Strategy in Business: Green Marketing Communication

Abstract

Purpose: The aim of the paper is to explore the issues of green marketing and green marketing communication. Design/methodology/approach: The narrative literature review is a method applied to achieve the aim of the paper. Findings: The growth of environmental sensitivity is a driving force for change towards new policy tools and environmental economics. Businesses have developed various tools for environmental communication including environmental balance sheets, social reports, and certifications. It is not enough for businesses to communicate generic commitment to environmental protection; they have to integrate the concept of ecology into corporate culture by creating strong environmental policies and environmental ethics that describe the enterprise at all organisational levels. Businesses focusing on the development of green products must not only 'talk ecologically' but also 'be ecological'. Research and practical limitations/implications: The research has an exploratory character since the sample strategy is not probabilistic. Originality/value: The study can stimulate discussion in the field of green marketing and green marketing communication.Paper type: literature review.

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge

“…White goods, and large electrical goods in general, have the highest green-house gas emissions among household appliances (Jkaybay, 2016), so the manufacturing and the design of these goods thereby have to follow strict international laws and regulations to minimise their environmental impacts (Chen, 2010). Green consumers actively seeking environmentally friendly products (Lanfranchi et al, 2017) will tend to purchase those products to satisfy their environmental needs. In addition, this study investigates brands of white goods that are both big international brands and familiar to the Vietnamese.…”

Challenges and prospects of “green” marketing use by the Russian agricultural producers

“…In this regard environmental business practices include not only the use of environmentally sound substances for the production, but also other activities aimed at protecting the environment, involving replacement of paper-based process with electronic workflow, use of products made of recycled materials, waste segregation and recycling methods, organization and conduction of environmental educational campaigns, ecopackaging, etc. [17,18].…”

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern

“…The electronic consumers are those who have experience in purchasing the major home appliances which have the highest greenhouse gas emissions among household appliances [ 101 ], so the manufacturing and the design of these goods therefore have to follow strict international laws and regulations to minimize their environmental impacts [ 59 ]. Green consumers actively seeking environmentally friendly products [ 102 ] will tend to purchase those products to satisfy their environmental needs. Additionally, our research investigates the brands of electronic products that are big international products and are familiar to the Vietnamese.…”