Purpose – The purpose of this paper is to present a literature survey on, and classification for, green marketing research. Design/methodology/approach – Suitable keywords were used to search peer-reviewed journal articles published in marketing, business and management journals in duration...

Purpose – The objective of this paper is to investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available....

Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts. Design/methodology/approach...

Purpose – Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green advertising practices of international firms over a 20‐year period. Design/methodology/approach – The...

Purpose – This study seeks to explore the moderating impact of relationship conditions existing between a customer and its suppliers on the uptake and effectiveness of the customer's environmental performance requirements (otherwise known as “green‐supply”). Design/methodology/approach...

This paper reports on the preliminary findings of an exploratory study on environmental decision making in the context of largely small serviced accommodation establishments. It focuses on the motivations of owner‐managers for becoming environmentally involved and their reasons for joining an...

The growing global public concern for safety and preservation of the environment has given rise to the perception that consumer purchases may be somewhat influenced by environmental labels. It suggests that accuracy in label information is relevant so as to allow consumers to make an informed...

Purpose – The present study aims to examine the influence of stakeholders on green marketing strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in influencing organizations and markets, but has not targeted a single integrated approach to examine the...

Purpose – The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process....

Purpose – The purpose of this paper is to present the development of a methodology to evaluate suppliers using portfolio analysis based on the analytical network process (ANP) and environmental factors. Design/methodology/approach – The authors develop a three‐step process, first by...