Green Marketing in Emerging Economies: A Communications Perspective

Preface
Contents
Notes on Contributors
List of Figures
List of Tables
1: Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction
	1.1	 Introduction
	1.2	 Green Marketing and Communications
	1.3	 Green Marketing and Branding
	1.4	 Green Marketing Branding and Communication in Emerging Markets
	1.5	 Structure of the Book
	1.6	 Conclusion
	References
Part I: Communications
	2: Green Integrated Marketing Communications
		2.1	 Introduction
			2.1.1	 Green Products or Services
			2.1.2	 Green Marketing
			2.1.3	 Green Ads Appeals
			2.1.4	 The Effects of Customers’ Attitudes and Purchasing Intention
			2.1.5	 Nudge Theory and Green Products
		2.2	 Methodology
			2.2.1	 Demographics
			2.2.2	 Information Encouraging Green Purchasing
			2.2.3	 Social Media Platform with the Most Helpful Information on Green Marketing
			2.2.4	 Effect of Advertising on Green Purchasing
		2.3	 Qualitative Approach
		2.4	 Findings and Discussion
		2.5	 Conclusion
		References
	3: Green Marketing Communication and Consumer Response in Emerging Markets
		3.1	 Introduction
		3.2	 Literature
			3.2.1	 Green Marketing Communication—Underpinning Theories
				3.2.1.1 The Institutional Theory
				3.2.1.2 Resource-Based View
				3.2.1.3 Natural-Resource-Based View of the Firm (NRBV)
			3.2.2	 Green Marketing
			3.2.3	 Green Marketing Communication
			3.2.4	 Verbal and Nonverbal Green Communication
			3.2.5	 Green Communication Elements
			3.2.6	 Green Advertising
			3.2.7	 Green Website
			3.2.8	 Social Media
			3.2.9	 Green Packaging
			3.2.10	 Eco-labels
			3.2.11	 Consumer Response
			3.2.12	 Green Communication and Consumer Response
		3.3	 Recommendations for Emerging Markets
		3.4	 Conclusion
		3.5	 Future Research Areas
		References
	4: Green Marketing and Consumer Scepticism in Emerging Economies
		4.1	 Introduction
			4.1.1	 Evolution of Green Marketing
		4.2	 Green Marketing in Emerging Economies: A New Trend or Necessity
		4.3	 Industry Acceptance and Application by Companies
		4.4	 Opportunities and Challenges for Green Marketing in the Emerging Economies
			4.4.1	 Hedonic Motives
			4.4.2	 Green Trade-off
			4.4.3	 Guidelines for Self
			4.4.4	 Generation Sustainability (GEN S)
			4.4.5	 Lack of Credibility
			4.4.6	 Awareness and Education
			4.4.7	 Green Gap
			4.4.8	 Premium Price
		4.5	 Consumer Scepticism Towards Green Marketing
		4.6	 Theoretical Background for Green Marketing and Consumer Scepticism
		4.7	 Managerial and Theoretical Implications
		4.8	 Conclusion
		References
	5: A Conceptual Framework: Creating Competitive Advantage Through Green Communication in Tourism and Hospitality Industry
		5.1	 Introduction
		5.2	 Literature Review
			5.2.1	 Sustainable Development Goals
			5.2.2	 Green Tourism and Green Marketing in Tourism
			5.2.3	 Tourism Stakeholder Practices of Green Advertising
			5.2.4	 Stakeholder Management of Green Communication
			5.2.5	 Stakeholder Green Communication Activities and Effective Implementation
				5.2.5.1 Green Advertising
				5.2.5.2 Green Packaging
			5.2.6	 Competitive Advantage
			5.2.7	 Green Advertising and Competitive Advantage
		5.3	 Green Packaging and Competitive Advantage
			5.3.1	 Effective Implementation Mediates the Relationship Between Green Advertising, Packaging, and Competitive Advantage in the Tourism Industry
				5.3.1.1 Implications for Tourism in Emerging Markets
				5.3.1.2 Limitations and Future Research Direction
		5.4	 Conclusion
		References
	6: A Critical Perspective on Greenwashing Under the Roof of Corporate Environmentalism
		6.1	 Introduction
		6.2	 Greenwashing
		6.3	 Corporate Social Responsibility and the Two-Way Symmetrical Communication Model of Public Relations
		6.4	 International Organisations and Their Relations with Transnational Corporations
		6.5	 Environmental NGOs and Their Relationship with Companies
		6.6	 Greenwashing Examples
		6.7	 Conclusion
		References
Part II: Branding
	7: Drivers of Green Brand Equity and Green Purchase Intention in Emerging Markets
		7.1	 Introduction
		7.2	 The Concept of Brand Equity
			7.2.1	 Emerging Market Perspective
			7.2.2	 Dimensions and Drivers of Green Brand Equity (GBE)
				7.2.2.1 Green Brand Loyalty (GBL)
				7.2.2.2 Green Brand Involvement (GBIN)
				7.2.2.3 Green Brand Perceived Quality (GBPQ)
				7.2.2.4 Green Brand Image (GBI)
				7.2.2.5 Green Brand Word-of-Mouth (GBWoM)
				7.2.2.6 Green Brand Trust (GBT)
				7.2.2.7 Consumer Social Responsibility (CnSR)
				7.2.2.8 Green Brand Positioning (GBP)
				7.2.2.9 Green Brand Satisfaction (GBS)
				7.2.2.10 Green Brand Knowledge (GBK)
				7.2.2.11 Other Drivers of GBE
			7.2.3	 Green Purchase Intention (GPI)
		7.3	 Conclusions and Policy Recommendations
		References
	8: Green Branding Implementations in Hard-Discount, Low-Cost Turkish Textile Brands
		8.1	 Introduction
		8.2	 The Green Brand
		8.3	 How to Become a Green Brand
		8.4	 The Textile Industry in Turkey
		8.5	 Case Studies: Green Brandıng Implementation in Hard-Discount, Low-Cost Turkish Textile Brands
			8.5.1	 LC Waikiki
				8.5.1.1 History
				8.5.1.2 Product and Production
				8.5.1.3 Education
				8.5.1.4 Raw Material
				8.5.1.5 Promotion and Information
				8.5.1.6 Green Store
				8.5.1.7 Animal Friendly
			8.5.2	 Koton
				8.5.2.1 History
				8.5.2.2 Product, Price and Promotion
				8.5.2.3 Mission and Supplier Relationship
				8.5.2.4 Production
			8.5.3	 DeFacto
				8.5.3.1 History
				8.5.3.2 Product and Production
				8.5.3.3 Cooperation and Education
				8.5.3.4 Operation Processes
				8.5.3.5 Green Storage and Retail Stores
		8.6	 Conclusıon
		References
	9: Green Brand Equity in an Emerging Economy: Ghana in Perspective
		9.1	 Introduction
		9.2	 Green Branding in Focus
		9.3	 The Brand Concept
		9.4	 The Concept of Brand Equity and Green Brand Equity
		9.5	 Green Brand Communication
		9.6	 Methodology
		9.7	 Results and Discussion
			9.7.1	 Green Brand Awareness
			9.7.2	 Green Brand Associations
			9.7.3	 Perceived Green Quality
			9.7.4	 Green Brand Loyalty
		9.8	 Conclusions, Limitations and Implications
		References
	10: Environmentalist Political Communication: Nation-Branding and Political Socialization Through Environmentalism
		10.1	 Introduction
		10.2	 Environmental Political Communication
			10.2.1	 What Is Environmental Communication
			10.2.2	 The Relation of Politics, Democracy, Media, and Political Socialization
			10.2.3	 A Brief Look Into the Effect of Political Communication
			10.2.4	 The Emergence of Environmental Communication and Its Relationship with the Political Communication
		10.3	 Nation-Branding Through Environmental Communication
			10.3.1	 The Scope of Nation-Branding
			10.3.2	 Environmental Communication as a Tool of Nation-Branding
		10.4	 Conclusion
		References
Part III: Conclusion
	11: A Theoretical Framework for the Influence of Green Marketing Communication on Consumer Behaviour in Emerging Economies
		11.1	 Introduction
		11.2	 Guiding Principles
			11.2.1	 CSR and Consumer–Brand Value Congruence
			11.2.2	 Triple Bottom Line
			11.2.3	 Environmental, Social and Governance
			11.2.4	 Influence on Eco-Responsible Behaviour
		11.3	 Green Marketing Communication and Value Creation
		11.4	 Role of Marketing Channels
		11.5	 Green Marketing Communication in Emerging Economies
		11.6	 Conceptual Framework
		11.7	 Practical Implications
			11.7.1	 Guiding Principles
			11.7.2	 Communication
			11.7.3	 Marketing Channels
			11.7.4	 Engagement with Stakeholders
			11.7.5	 Meaning Co-creation
		11.8	 Conclusion
		References
Index