Green Marketing: A Marketing Mix concept

Green Marketing: A Marketing Mix concept ( Vol-4,Issue-1,January - February 2019 )

Author: Thoria Omer Mahmoud

eecjournal doi crossrefDOI: 10.22161/eec.4.1.3

Keyword: green marketing, environment, marketing mix.

Abstract: This paper tries to provide an overview of green marketing from marketing mix concept. The aim of green marketing is to include environmental issues in the marketing efforts. The idea is that marketers provide consumers with better information about the green properties of the products offered and then they will include this information in their purchasing decisions. This will consequently push companies to produce products that are better from an environmental point of view. Consequently companies have executed various green marketing strategies to meet the demands of environmentally sensible customers as they are very much aware of what they are consuming. Companies that use the extreme green marketing fully incorporate environmental issues and responsibility into their business and address issues related to marketing mix for the environment.


[1] afzaal ali, a. a. (2011]). determinants of pakistani consumers’ green purchase behavior: some insights from a developing country. international journal of business and social science , 217- 226.
[2] al-rifai, t. n. (2011). the influence of applying green marketing mix by chemical industries companies. international journal of business and social science , 92-101.
[3] anna khan, m. n. (2012). analysis of barriers and strategies for promoting green marketing. international journal of business and management tomorrow , 1- 8.
[4] ansar, n. (2013). impact of green marketing on consumer purchase intention . mediterranean journal of social science .
[5] awan, u. (2011). green marketing: marketing strategies for the swedish. international journal of industrial marketing .
[6] chen, l. (2013). a study of green purchase intention comparing with collectivistic (chinese) and individualistic (american) consumers in shanghai, china. information management and business review , 342- 346.
[7] das, g. (2014 ). linkages of retailer awareness, retailer association, retailer perceived quality and retail loyalty with purchase intention: of indian food retail brands. journal of retailing and consumer services , 284- 292.
[8] divesh kumar, i. k. (2011). green marketing mix: rethinking competitive advantage during climate change. special issue of the international journal of the computer, the internet and management , 62.1- 62.5.
[9] dr.v.mohanasundaram. (2012). green marketing – challenges and opportunities. international journal of multidisciplinary research , 66- 73.
[10] gosavi, p. (2013). gaining competitive advantage through green marketing of cell. asm enternational e- journal of ongoing research inmanagement and it , 1- 11.
[11] hamidreza alipour shirsavar, f. f. (2013). green marketing: a new paradigm to gain competitive advantage in contemporary business. trends in advanced science and engineering , 12- 18.
[12] hoang van hai, n. p. (2012). environmental awareness and attitude towards green purchasing of vietnamese consumers. jsps asian core program, .
[13] hsieh, m.-y. (2011). an empirical survey: can green marketing really entice customers to pay more? e3 journal of business management and economics , 132-146.
[14] ioannis papadopoulos, g. k. (2014). mainstreaming green products strategies why and how furniture companies integrate environmentalsustainability? euro med journal of buiness , 293- 317.
[15] ishaswini, s. k. (2011). pro-environmental concern influencing green buying: a study on indian consumers. international journal of business and management , 124- 133.
[16] jamaliah mohd. yusof, g. k. ( 2013 ). purchase intention of environmental friendly automobile. procedia- social and behavioral sciences , 400- 410.
[17] kalama, e. (2007). green marketing practises by kenya petroleum refineries: a study ofthe perception of the management of oil marketing companies in kenya. thesis masters of business administration .
[18] lao, k. (2014). "research on mechanism of consumer innovativeness influencing green consumption behavior . nankai business review international , 211- 224.
[19] lau, 1.-c. t.-c. (2011). green purchase behavior: examining the influence of green environmental attitude, perceived consumer effectiveness and specific green purchase attitude. australian journal of basic and applied sciences , 559- 567.
[20] leonidas c. leonidou, c. n. (2010). antecedents and outcomes of consumer environmentally-friendly attitudes and behaviour. journal of marketing management , 1- 39.
[21] majidazar, 1. r. (2011). evaluation of effectiveness ofgreen marketing mix on. middle-east journal of scientific research , 755- 763.
[22] martina, d. d. (2010). sustainable marketing: how environmental and social claims impact on the consumer's purchasing behavior. master of science in management, economics and industrial engineering .
[23] matjaž maletič, d. m. (2010). green product development – customers and producers reflection. international journal of energy and environment , 139- 152.
[24] mayur, g. a. (2013). green marketing: impact of green advertising on consumer purchase intention. advances in management , 14- 17.
[25] mayur, g. a. (2013). green marketing: impact of green advertising on consumer purchase intention. advances in management , 14- 17.
[26] mercy, r. y. (2011). the impact of green marketing on customer satisfaction and enviromental safty. international conference on computer communication and management , 637- 641.
[27] nader aminimoghadamfarooj, m. s. (2010). green supply chain for spare parts distribution identified challenges of being “green” in aftermarket industry for volvo parts. master’s thesis in management and economics of innovation .
[28] passent tantawi, n. o. (2009). green consciousness of consumers in a developing country: a study of egyptian consumers. contemporary management research , 30- 50.
[29] platel, l. (2009). the environmental concern and. umeå school of business, master thesis .
[30] polonsky, m. j. (1994). an introduction to green marketing. electronic green journal , 1- 10.
[31] randiwela, w. w. (2008). consumer attractiveness towards green products of fmcg sector:an empircal study . oxford business & economicsconference program .
[32] samarasinghe, r. (2012). is social psychological model sufficient: empirical research gaps for understanding green consumer attitudinal behaviour. international journal of advanced research in management and social sciences , 28- 54.
[33] sharma, y. (2011). changing consumer behaviour with respect to green. international journal of multidisciplinary research , 152- 162.
[34] shil, p. (2012). evolution and future of environmental marketing. asia pacific journal of marketing & management review , 74- 81.
[35] singh, g. (2013). green: the new colour of marketing in india. asci journal of management , 53- 72.
[36] solvalier, i. (2010). green marketing strategies case study about ica group ab. master thesis in business administration .
[37] stokes, s. a. (2009). deception in enviromental advertising: consumer’ reaction to green washing. a thesis master of science department of journalism and mass communication college of art and science .
[38] t. ramayaha, j. w. (2010). green product purchase intention: some insight from a developing country. resources, consevation and recycling , 1419- 1427.
[39] tahir albayrak, m. c. (2011). the influence of skepticism on green purchase behavior. international journal of business and social science , 189- 197.
[40] tias, r. a. (2013). : the analysis onfluence green advertising and green product toconsumer involvement affect to purchasing decision ades mineml water (case studystudeot of iodonesiai university). Iatemational marketing managemeut, master thesis .
[41] tong li, h.-h. m. (2012). the influence of labeling information on consumer willingness to pay in ethical consumption context: the chinese case. msc thesis business studies, amsterdam business school, university of amsterdam .
[42] wahid, e. r. (2011). investigation of green marketing tools’ effect on consumers’ purchase behavior. business strategy series , 73-83.
[43] zaman, m. a. (2014). impact of brand image and service quality on consumer purchase intention :astudy of retail store in pakistan . research on humanities and social science , 98- 106.
[44] zeng, h. f. (2011). implementation of green marketing strategy in china ‐ a study of the green food industry . master thesis in business administration .

Cite this Article: Show All (MLA | APA | Chicago | Harvard | IEEE | Bibtex)

Total View: 153 Downloads: 0 Page No: 20-26