Green Marketing in Emerging Markets: Strategic and Operational Perspectives (Palgrave Studies of Marketing in Emerging Economies)

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E . Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom. Green Marketing in Emerging Markets Preface Acknowledgements Contents List of Figures List of Tables Notes on Contributors Part I: Introduction to Green Marketing 1: Green Marketing: An Introduction 1.1 Introduction 1.1.1 Why Green Marketing? 1.2 Issues and Conceptualisation 1.3 Strategic and Operational Perspectives of Green Marketing 1.4 Format of the Book Chapter 1.5 Conclusion References 2: Green Business Practices in Emerging Economies 2.1 Introduction 2.2 Conceptual Framework and Overview 2.2.1 The Etymology of Green Economy and Green Business 2.2.2 Green Business Practice 2.2.3 Greening of Nature Conservation 2.3 Recycling 2.3.1 Construction and Technology 2.4 Evidence from Brazil, South Africa and China 2.4.1 Brazil as a Case Study 2.4.2 South Africa as a Case Study 2.4.3 China 2.5 The Future of Green Business in Emerging Economies 2.6 Conclusion References Part II: Strategic Perspectives on Green Marketing 3: Green Marketing: A Conceptual Overview 3.1 Introduction 3.1.1 Green Marketing Concept 3.1.2 Marketing Mix 3.1.3 External Green Ps 3.1.4 Internal Green Ps 3.1.5 The Ss of Green Success 3.2 Green Tactics and Strategies 3.2.1 Design for the Environment 3.2.2 Greening of Product Life-Cycle Stages 3.2.3 Recommendation for Emerging Markets 3.2.4 Conclusion References 4: Green Consumer Behaviour 4.1 Introduction 4.2 Towards a Green Consumerism Culture 4.2.1 Pre-consumerism Stage 4.2.2 Consumerism Stage 4.2.3 Post-Consumerism Stage 4.3 Defining Green Consumer Behaviour 4.4 Segmenting Green Consumers 4.5 Influencing Green Consumer Buying Behaviour 4.5.1 Socio-culture 4.5.2 Habits 4.5.3 The Self 4.5.3.1 Self-concept and Self-consistency 4.5.3.2 Self-interest 4.5.3.3 Demographic Characteristics 4.5.4 Psychological Factors 4.5.4.1 Motivation 4.5.4.2 Cognitive 4.5.4.3 Affective 4.6 Green Buying and Consumption Decision Process 4.6.1 Environmental Problem Recognition 4.6.2 Green Information Search 4.6.3 Evaluation of Green Information 4.6.4 Green Purchase (Product or Behaviour Adoption) 4.6.5 Post-Purchase Green Behaviour (Product Usage and Disposal) 4.7 Understanding Green Attitude and Behaviour 4.8 Models on Green Attitudinal and Behavioural Change 4.8.1 ABC Model of Attitude 4.8.1.1 The Low-Involvement Hierarchy 4.8.1.2 Standard Learning Hierarchy 4.8.1.3 Experiential Hierarchy 4.8.2 The Extended Fishbein Model 4.9 Changing Consumer Attitudes Towards Green Behaviour 4.9.1 The SHIFT Framework 4.9.2 The Kurt Lewin Model of Change 4.10 Recommendations for Emerging Economies 4.11 Conclusion References 5: Consumer Buying Behaviour for Green Products in India 5.1 Introduction 5.1.1 Green Business Practices 5.2 Literature Review 5.3 Research Methodology 5.3.1 Theory of Planned Behavior Model: Hypothesised Model of the Study 5.4 Findings and Discussions 5.4.1 Green Purchase Behaviour 5.4.2 Facilitators and Inhibitors for Purchase of Green Products 5.5 Implications for Managers in Emerging Markets 5.6 Conclusions References 6: Green Integrated Marketing Communication 6.1 Introduction 6.2 Integrated Marketing Communications 6.2.1 IMC as a Process 6.2.2 IMC as a Strategy 6.2.3 Levels of Integration of Communication 6.2.4 Distinctive Attributes of Green IMC 6.3 Green Integrated Marketing Communications 6.3.1 Audience-Focused Green IMC 6.3.2 Green IMC Content 6.3.3 Channel-Centred Green IMC 6.3.3.1 Green Advertising 6.3.3.2 Green Public Relation 6.3.3.3 Green Packaging 6.3.3.4 Eco-labels 6.3.3.5 Social Media Green Marketing 6.3.3.6 Green Communication on Websites 6.3.4 Results-Driven Green IMC 6.3.4.1 Green IMC Influence on Consumer Perceptions and Responses 6.3.4.2 Marketing and Financial Outcomes of Green IMC 6.4 Framework of Green IMC 6.5 Recommendation for Emerging Economies 6.6 Conclusion References 7: Green Product Management: An Emerging Market Perspective in South Africa 7.1 Background 7.2 Purpose and Objectives 7.3 Research Design 7.4 The Green Economy in SA 7.5 Green Marketing, Green Products and Green Behaviour 7.6 Green Marketing and the Textile Industry in SA 7.7 Green Marketing and the Retail Sector in SA 7.8 Factors Influencing Green Product Adoption in SA 7.8.1 Product 7.8.2 Packaging from Recycled Material 7.8.3 Use of Eco-labels 7.8.4 Environmental Awareness/Green Promotion 7.8.5 Environmental Knowledge 7.8.6 Cost of Green Products, Product Quality and Availability 7.8.7 Social and Peer Influence 7.9 Conclusion References Part III: Operational Perspectives on Green Marketing 8: Green Initiatives in Logistics Social Responsibility: A Research on the Turkish Logistics Industry 8.1 Introduction 8.2 The Interrelationship Between Marketing and Logistics in Supply Chain Management 8.3 Types of LSPs and the Acting Role of 3PL Providers 8.4 The Importance of Green in the Shift from CSR to LSR 8.4.1 The CSR Concept in Sustainability and Stakeholder Relationship Management 8.4.2 Moving from CSR to LSR 8.4.3 The Importance of the Green Aspect in LSR 8.5 Green Practices in LSR Activities of LSPs: A Case from the Turkish Logistics Industry 8.6 Conclusion References 9: Greenwashing: How Difficult It Is to Be Transparent to the Consumer—H&M Case Study 9.1 Introduction 9.2 An Eco-lexicon of Green-Related Terms 9.3 Consumer Perception of Green-Related Terms 9.4 What Consumers Expect, What Brands Give 9.5 Case of H&M and Fashion Revolution 9.6 Fashion Revolution: Fashion Transparency Index 9.7 Recommendations and Examples from Emerging Economies 9.7.1 Educating Stakeholders 9.7.2 Transparency 9.7.3 Inclusive Approaches as Participatory Design or Co-design 9.7.4 Learning from the Consumer 9.7.5 Localisation of Terms 9.7.6 Reliable Labelling Systems 9.8 Conclusion References 10: Green Marketing Orientations and Firm Performance in Nigeria: A Literature Review 10.1 Introduction 10.2 Theoretical Foundation 10.3 Conceptual and Empirical Review of Green Marketing 10.4 Conceptual and Empirical Review of Firm’s Performance 10.5 Model of Interaction Between Green Marketing and Firm’s Performance 10.6 Conclusion References Part IV: Opportunities, Challenges and Implications 11: Opportunities and Challenges of Green Marketing 11.1 Introduction 11.2 Opportunities for Green Marketing: Focus on Emerging Economies 11.2.1 Promotion of Sustainable Development in Developing Countries 11.2.2 Supportive Government Policies 11.2.3 Rich Natural Resource, Cultural and Biodiversity 11.2.4 Source of Competitive Advantage 11.2.5 Health Consciousness and Increasing Green Consumerism 11.2.6 Corporate Social Responsibility Tool 11.3 Green Marketing Practice and Lessons for Other Developing Economies 11.4 Challenges of Green Marketing 11.4.1 Challenges from Government 11.4.2 Challenges Within the Firms 11.4.3 Consumers’ Uncertainty About Green Products 11.4.4 Limited Green Financing and Investment Opportunities 11.5 The Way Forward and Implication for Green Business 11.5.1 A Tripartite Approach 11.5.2 Green Marketing Mix 11.6 Green Marketing Implications for Emerging Economies 11.7 Conclusion References 12: Emerging Trends in the Green Marketing Space: Implications for Theory, Practice and Policy Formulation 12.1 Introduction 12.2 Emerging trends in Green Marketing 12.3 Drivers and Consequences of Green Marketing 12.4 Implications for Theory 12.5 Implications for Practice and Policy Formulation 12.6 Conclusion References Index