Green Marketing: A Comprehensive Guide
Abstract
An exploration of how environmental consciousness and sustainable practices are reshaping modern marketing strategies. It examines the evolution of green marketing, key principles, and actionable tactics that align ecological responsibility with brand competitiveness. Covering topics such as the green marketing mix, adoption factors, green packaging, and authentic communication strategies, the book shows how businesses can avoid greenwashing, build trust, and leverage digital platforms to strengthen sustainability messaging. By linking theory with real-world application, it positions green marketing as an essential pillar of ethical and future-ready business practice.-Key Features
Traces the evolution and core principles of green marketing.
Designs sustainable strategies across product, price, place, and promotion.
Adopts authentic communication methods to avoid greenwashing.
Applies green packaging and other eco-friendly initiatives effectively.
Leverages digital platforms to amplify sustainability messages.
