Hartmann, Patrick; Apaolaza Ibáñez, Vanessa - In: Marketing Intelligence & Planning 24 (2006) 7, pp. 673-680
Purpose – To provoke thought, and perhaps responses, to a radical view of “green marketing” and its place in society …, several empirical studies conducted by the authors themselves, and some practical experience in green marketing. Findings … brands. Future green marketing research should extend its analysis to the emotional motivations and benefits associated with …