Purpose – The purpose of this paper is to aim in general to understand the perception of industries in India – a fast growing economy, towards green philosophy and to investigate further what initiatives those industries have taken for becoming green. Design/methodology/approach – The...

Environmentalism has become an important social and corporate issue during the twenty-first century. Consumers are becoming more environmentally conscious and are demanding green products from manufacturers. This has resulted in the emergence of new concepts like green marketing and green...

Green marketing is not achieving its potential for improving the quality of life of consumers, while improving the natural ecosystem. The failure is the result of the inability of consumers, firms and governments to adopt systems thinking, in which macro-marketing perspectives are integrated...

This paper discusses the green marketing which incorporates a broad range of activities such as the product modification, changes to the production process, packaging changes, as well as modifying advertising of the environment friendly commodities. The green marketing of products of the company...

This paper aims to extract the development of the green marketing literature focusing on green product development, consumer behaviour, communication tactics, eco-labelling and greenwash in an attempt to critically review the topic and accentuate the imperative areas for future research. The...

During the past decade, concern for the environment has emerged as a major socio-political issue among developed nations throughout the world and the increase in the number of environment friendly or 'green' products has been significant. This paper provides information on a study which assessed...

This study attempts to shed insights on consumers' current understanding of green offerings and the effects of exposure to green washing on future consumer purchasing behaviour. The study is exploratory in nature and employs qualitative in-depth interviews. Findings from the study suggest that...