Green Marketing, Green Management, and Sustainability

Abstract

Green branding marketing techniques have become a popular area of research; however, the use of 'green' terms confuses both businesses and customers. This has resulted in consumers becoming more suspicious about the validity of green marketing and green management practices. The objective of this chapter is to outline the concepts of green marketing and green management in detail to clearly demonstrate how they can effectively achieve their aims of ensuring environmental sustainability. An analysis of current extant literature will be explored, and successful green approaches will be used to develop a theoretical framework for green marketing, green management, and sustainability to foster a more climatic conditions-sustainable economy. The literature in this chapter indicated the need for understanding the impact of green marketing and green management on the sustainability of the financial services sector in order to provide recommendations that can direct funding more effectively towards climate-resilient activities and a more climatic conditions-sustainable economy.

Firm Sustainable Development Goals and Firm Financial Performance through the Lens of Green Innovation Practices and Reporting: A Proactive Approach

“…Green marketing innovation has been less of a focus of research in the green innovation literature. Green marketing innovation has been limited to green packaging (Ayandibu and Akbar 2021) or reusable packaging (Alabo and Anyasor 2020) and environmental certification (Chen and Fang 2019). Still, green marketing innovation can be thought of beyond packaging, ecological certificates, and calling back non-degradable plastic and glass containers that can be recycled by the same company.…”

The Effects of the Biophilic Atmosphere on Hedonic Value, Utilitarian Value, and Customer Loyalty

“…Research on biophilic atmospheres, including physical spaces based on natural resources such as plants, bushes, green areas, water fountains, and elements of nature, constitutes a topic of interest from the perspective of environmental sustainability. This green practice is good environmental management for society [1] and is characterized by the imitation and usage of patterns, shapes, materials, symbols, and spaces that represent nature and evoke positive responses in people [2]. It has been implemented in several contexts, including the restoration of buildings, hotels, hospitals, and even retail stores, among others, thus proving its benefits to consumer responses.…”

“…Current literature agrees on emphasizing the benefits of biophilic atmospheres on people's lives through a causal approach [1,3,6]. This means analyzing the relationships and effects caused by this typology of nature features.…”

“…In the practical application of biophilic atmospheres, prior research has explored their effects in various constructed environments, including domestic settings [7], residential areas [15], schools for children [8], hospitals [1], tourist attractions [9], offices [5], hotels [11,14,20], restaurants [21], and retail stores [22]. There is also a body of relevant research within the context of shopping malls [13,23,24], which represents a subject of significant interest within the fields of marketing and business literature [25][26][27][28][29].…”

Environmentally Friendly Umkm, Driver for Implementation Green Management

“…The application of green management (GM) is an alternative for the manufacturing industry to embrace sustainability. GM can use various techniques that have an impact on reducing waste and environmental pollution (Dilip Maruthi & Rashmi, 2015), and promoting a more sustainable economic climate (Ayandibu & Akbar, 2021). Regulatory pressures will continue to become more stringent and therefore, MSMEs in the manufacturing industry must take a strategic and enlightened point of view.…”