Green Marketing and Entrepreneurship

Preface
	References
Contents
About the Author
1 Green Transition to Sustainable and Circular Economy
	1.1 Green Marketing
	1.2 From Linear Business Models to Circular Economy
	References
2 Business Ethics, the Stakeholder Perspective and Circular Business Models
	2.1 Development of Circular Business Models
	2.2 Green Entrepreneurship and Creative Destruction
	2.3 Circular Business Models
	2.4 Competition and Circular Economy
	2.5 Green Entrepreneurship in Sharing Economy
	References
3 Green Price and Product Strategy
	3.1 Green Price Strategy
		3.1.1 Price and Demarketing of Unsustainable Products
		3.1.2 Marketing Strategy to Curb the Tragedy of the Commons
		3.1.3 Resource Depletion and Overexploitation
		3.1.4 Emission of Pollutants
		3.1.5 Waste Generation and Disposal
		3.1.6 Sustainable Practices Versus Short-Term Gain
		3.1.7 Collaborative Approaches to Sustainability
		3.1.8 Regulation and Governance
		3.1.9 What a Green Marketing Strategy Constraint Tragedy of the Commons
		3.1.10 Green Demarketing and Marketing Strategy
		3.1.11 Utilizing Conjoint Analysis to Unveil Premiums Associated with Environmentally Friendly Products
		3.1.12 Green Discrete Choice Modeling
	3.2 Green Product Strategy
		3.2.1 Developing Sustainable Products with a Competitive Edge
		3.2.2 Advancing Sustainable Product Innovation, Entrepreneurship, and Market Strategies
		3.2.3 Green Entrepreneurship and Structural Inertia
		3.2.4 Word of Mouth (WoM) and Marketing Strategy
		3.2.5 The Plastic and Product Packaging Problem
		3.2.6 From Third Party Logistics to Fifth Party Logistics, Recycling and Reversed Logistics
	References
4 Green Promotion and Marketing Communication
	4.1 Marketing Promotion
	4.2 Greenwashing
	4.3 Green Promotion and Marketing Communication
	4.4 Green-Nudging
	4.5 Green Brand Extension
	References
5 Green Supply Chain Management (Place)
	5.1 Supply Chains and Green Management
		5.1.1 Waste Management
		5.1.2 Return Systems
		5.1.3 Circular Supply Chain Management
	5.2 The Environment and Green Marketing
		5.2.1 Atmosphere
		5.2.2 Water
		5.2.3 Pollution of Land
		5.2.4 Biodiversity
	5.3 Social Relationships
	5.4 Geopolitics and Sustainable Supply Chains
	References
6 Stakeholder Analysis and Certification Strategy
	6.1 Certifications and Stakeholders
	6.2 Stakeholder Analysis
		6.2.1 Strong and Weak Interests
	6.3 The Ethics of Reversed Supply Chains
	6.4 Sustainable Supply Chains
	References
7 Green SWOT Analysis
	7.1 Sustainable SWOT and Uncertainty
		7.1.1 Structure of Sustainable SWOT Analysis
	7.2 Ecological Threats
	7.3 Geopolitical Threats
	7.4 Using SWOT to Design Strategy
	7.5 Internal Sustainability Strengths and Weaknesses
	7.6 External Sustainability Opportunities and Threats
	7.7 Sustainability Goals and Strategy
	References
8 Green Segmentation, Targeting, and Strategic Positioning
	8.1 Segmentation and Sustainable Performance
	8.2 The Segmentation, Targeting and Positioning Model
	8.3 The Health and Sustainability Segment
	8.4 Segmentation Measurement Models
	8.5 The Green Segmentation Strategy
	8.6 Marketing Strategy and Mix (4Ps)
	8.7 Age Group Segmentation
	8.8 Psychometric Segmentation Models
	8.9 Organic Products
	References
9 Authenticity, Blockchain Technology and Green Marketing
	9.1 Green Products and Authenticity
	9.2 Building Green Brands
	9.3 Globalization, Information Asymmetry, and “Lemons”
	9.4 Technology Safeguarding Green Brands
	9.5 Deforestation
	References
Index