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

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