Green Marketing : A Systematic Literature Review

Authors

  •   Hansini Premi Assistant Professor, ICFAI Business School, The ICFAI University, Rajawala Road, Central Hope Town Selaqui, Dehradun - 248 197, Uttarakhand
  •   Monica Sharma HOD and Associate Professor, Department of Management Studies, Malaviya National Institute of Technology Jaipur, Jawahar Lal Nehru Marg, Jhalana Gram, Malviya Nagar, Jaipur - 302 017, Rajasthan
  •   G. S. Dangayach Professor, Department of Mechanical Engineering, Malaviya National Institute of Technology Jaipur, Jawahar Lal Nehru Marg, Jhalana Gram, Malviya Nagar, Jaipur - 302 017, Rajasthan

DOI:

https://doi.org/10.17010/ijom/2021/v51/i8/165761

Keywords:

Sustainability

, Green Marketing, Green Consumers, Environmental Variables.

Paper Submission Date

, April 6, 2020, Paper Sent Back for Revision, November 25, Paper Acceptance Date, December 10, Paper Published Online, August 30, 2021.

Abstract

Firms’ marketing strategies and consumer perception towards green products have been evolving quickly, and the emergence of the 'green world' is a reality now. This paper summarized an in-depth study of research papers, articles, and reports since 1990 and also provided insights into the consumer behavior in responding to, adopting the green products, and identifying the factors (whether personal factors or environmental factors) which are responsible for the significant inclination and rise in consumption of green products. The literature review highlighted that the benefits of using green products and their association with others like environment, biodiversity, and ecological sustainability were not successfully and effectively communicated to the consumers. It was also observed that competition in creating a brand in their respective categories, environmental values, and economic objectives are almost in sync with the green marketing philosophy and environmental values, but since green products are perceived as premium category products, consumers’ buying decisions in favor of them was doubtful. The study also shed light on the future course to be adopted by the marketers in formulating sustainable green marketing strategies with the help of functional and emotional ‘green positioning.’ The review of studies suggested that the rise of ‘green brands’ in developing nations has begun. The paper’s uniqueness is that it summarized the works of some of the most prominent authors, and it also captured the classification of articles based on source, country, time, and theme. It would help the readers understand the evolution of green marketing.

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Published

2021-08-31

How to Cite

Premi, H., Sharma, M., & Dangayach, G. S. (2021). Green Marketing : A Systematic Literature Review. Indian Journal of Marketing, 51(8), 39–57. https://doi.org/10.17010/ijom/2021/v51/i8/165761

Issue

Volume 51, Issue 8, August 2021

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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