Purpose – The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to...

Purpose – This paper aims to consider the price premium that consumers state they are willing to pay for products with reused or recycled content. It also aims to address the effect of the impact of product category on consumers' willingness to pay premium prices. Design/approach/methodology...

Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. Design/methodology/approach – The paper...

Purpose – The purpose of this paper is to study the possibility of promoting certified timber coming from sustainable managed forests, in order to support Greek enterprises and the institutions of the Greek timber sector involved to apply effective green marketing methods and policies....

Purpose – This paper aims to explore the area of carbon offsets and carbon neutrality within the context of hotels and resorts. In theory, carbon markets assist organizations in reducing their carbon footprint by purchasing carbon offsets. This conceptual paper aims to explore this market,...

Purpose – The purpose of this paper is to describe an enterprise venture focused on responsible tourism and its social responsibility using the “cycle of sustainable business” concept. Design/methodology/approach – The study is based on a case study of a tourism business' project in...

Purpose – The purpose of this paper is to explore green marketing innovations in small Indian firms which serve as decisive dimensions for developing green identity of small firms in the market. Design/methodology/approach – Data were obtained by interviewing marketing managers for green...

Purpose – Sustainable development has first been perceived as a hindrance to economic growth. Today, the opposition between innovation and sustainable development is less evident. The purpose of this paper is to explore the potential complementarities that could emerge between innovation...

Purpose – The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors. Design/methodology/approach – The authors survey 467 respondents and use a structural equation modeling approach to assess...

Purpose – The purpose of this paper is to raise for debate among marketers the issue of the relationship between marketing and sustainability. Design/methodology/approach – An opinion piece, that presents the views of four authors on the current state of the debate in this field. Findings...