Systematic Review of Green Marketing Literature: A Critical study.

Registration ID: IJNRD_180866

Published ID: IJNRD2204032

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Rajesh Kumar, Dr. Ani Smriti

Green marketing, green marketing practices, green marketing strategies, green consumer, green purchasing behaviour, eco-friendly product, environmental issues.

Green marketing is the marketing of environmentally friendly products and services. It is becoming more popular as more people become concerned with environmental issues and decide that they want to spend their money in a way that is kinder to the planet. Green marketing can involve a number of different things, such as creating an eco-friendly product, using eco-friendly packaging, adopting sustainable business practices, or focusing marketing efforts on messages that communicate a product’s green benefits. It has continued to gain adherents, particularly in light of growing global concern about climate change. This concern has led more companies to advertise their commitment to reducing their climate impacts, and the effect this is having on their products and services. This paper presents a review of past literature on Green Marketing in organizations. The purpose of the review is to identify research gaps and concepts of Green Marketing. This literature review offers a synthesis of the past and contemporary studies about Green Marketing. The review of literature specifies that there were studies carried out with respect to ecological enlightenment, the ecological attitude of consumers, environmental perceived shopping, environmental associations enhancing brand performance’, segmenting green consumers, Eco-branding topographies, enhancing marketing performance, focuses on Eco-marketing and Eco-labeling, authorized recycling location, environmental knowledge as well as environmental outcomes.

Published Paper   E-Certificate

Rajesh Kumar & Dr. Ani Smriti (April-2022). Systematic Review of Green Marketing Literature: A Critical study.. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(4), 280-288. https://ijnrd.org/papers/IJNRD2204032.pdf

Volume 7 Issue 4, April-2022

Pages : 280-288

Paper Reg. ID: IJNRD_180866

Published Paper Id: IJNRD2204032

Downloads: 000122256

Research Area: Commerce

Author Type: Indian Author

Country: Bhagalpur, Bihar, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2204032.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2204032

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

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