Green Marketing Mix: A Review of Literature and Direction For Future Research

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Green Marketing Mix: A Review of Literature and Direction for

Future Research
Article in International Journal of Asian Business and Information Management · July 2015

DOI: 10.4018/IJABIM.2015070104
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International Journal of Asian Business and Information Management, 6(3), 39-55, July-September 2015 39
Green Marketing Mix:

A Review of Literature and
Direction for Future Research
Prashant Kumar, National Institute of Industrial Engineering (NITIE), Mumbai, India
Bhimrao Ghodeswar, National Institute of Industrial Engineering (NITIE), Mumbai, India
ABSTRACT
The purpose of this paper is to report the findings of a systematic review of literature in green marketing
domain and to propose directions for future research. Green marketing issues are delineated from literature
extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the
natural environment, businesses modify their behaviour in an attempt to address society’s concerns. Based
on the literature review, the conceptual review and direction for future research have been delineated and
discussed. The paper concludes with the evidences of integration between sustainability and marketing in
forms of corporate environmental actions and green marketing practices in businesses. The paper deals with
the concept of 4-Ps and the green marketing practice as business response to the increasing environmental
consciousness of consumers in the market. The discussion highlights future research avenues and consequent
implications for marketers of green products in designing their marketing strategies.
Keywords: Green Marketing, Green Marketing Mix, Green Marketing Orientation, Sustainability
1. INTRODUCTION market-related issues related to economy,

society and the natural environment. This has
Convergence of sustainability thoughts in given rise to the debate to incorporate social
marketing has given rise to addressing envi- and environmental impact along with economic
ronmental issues in marketing (Hult, 2011). performance in business assessment. In result,
It believes that economic growth has greatly rising worldwide public concern over degrading
influenced by society and ecology, and empha- environmental quality resulting from harmful
sizes upon adopting a variety of management effects of certain industry practices and stricter
approaches (Crittenden et al., 2011) that reflect environmental regulations posed by govern-
business responsibility for the wider societal ments across the borders can be witnessed.
good (Matten and Moon, 2008). This gives an This has altered established norms and rules
opportunity to elevate its focus from meeting of business across the world, and has raised
the needs of consumers to managing a broader the need to adopt environmentally friendly
DOI: 10.4018/IJABIM.2015070104
Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.
40 International Journal of Asian Business and Information Management, 6(3), 39-55, July-September 2015
approaches in their sourcing, operating, and and Crane, 2005; Polonsky and Rosenberger III,
marketing activities for companies (Banerjee, 2001). Though environmental sustainability is
2002; Menon and Menon, 1997). So, companies gaining importance for business performance
embrace ‘ecological consuming approach’ per- and competitive advantage, green marketing
spective to ensure their survival in the market. literature mainly elaborates upon its strategic
They now address environmental issues in development (Rivera-Camino, 2007; D’Souza,
their management (Pujari et al., 2003; Beamon, 2004; Peattie and Crane, 2005; Kilbourne,
1999) and marketing decision-making (Wong 1998; Polonsky, 1995). It lacks significant
et al., 1996). And, they choose to differentiate conceptual and empirical development (Po-
themselves by meeting the stricter national lonsky, 1994) that can develop characteristics
and international environmental regulations of green marketing to develop and exploit the
and demands of environmentally-conscious benefits of the concept. There is a need to study
consumers (Banerjee et al., 2003; Polonsky, green marketing to develop an understanding
1995). They address environmental issues in of interaction between firm and consumers
several business activities such as designing and in the marketplace that can act as a medium
manufacturing products, their pricing, distribu- to develop an environmentally responsible
tion and promotion, and develop green market- marketplace and a sustainable society. Kotler
ing practices and strategies (Papadopoulos et (2011) has also raised several important issues
al., 2010; Gurau and Ranchhod, 2005). This to explore in green marketing, such as factors
approach of green marketing is perceived as a leading companies to compete on the basis of
profitable and sustainable management process sustainability, changes required in marketing
to identify, anticipate and satisfy the require- practices and opportunities offered by the
ments of consumers and society (Chan, 2013). concept of sustainability, etc. Further, Sharma
Thus, once limited to the ideology of activists, et al. (2010) has recognized that research on
environmental consciousness has become a inclusion of active role of environmental is-
matter of market competition (Follows and sues in marketing is still in infant stage and the
Jobber, 2000). related discussions are limited to the disciplines
In contemporary business environment, of environment management, production, and
marketing orientation is shifting to green supply chain, and thus in context of entire value
marketing as firms’ environmental actions chain. Hence, developing green marketing mix
and product offerings are now catering to to examine the interface of marketing with
eco-conscious consumers, and communicat- other functions of management and business
ing their environmental actions to stakehold- with their impact on the environment is the
ers and consumers (Jones et al., 2008). The objective of the paper.
concept of sustainability is embraced by the
marketing professionals that develop a long 1.1. Methodology for the Review
term vision for the growth and development of
companies as well as for a sustainable future. The objective of this paper is to understand the
The recent changes in marketing has raised current state of research in green marketing and
the need to develop a holistic perspective of to conceptualize green marketing mix. Using
green marketing “that embraces all aspects a systematic review approach (Tranfield et al.,
of the company, the product, and the means 2003) and methodologically guided by Greer
of production, consumption, and disposal” so and Lei (2012), it makes an effort to collect and
that opportunities to make substantive progress synthesize the available literature (books, edited
towards sustainability can lead to minimizing volumes and journal articles) in the domain from
a transaction’s negative impact on the natural 1965 to 2013. A single research paper/book was
environment and a change in corporate thinking considered as the unit of analysis. The literature
towards environmental commitment (Peattie in English language was accessed from popular
electronic databases such as ABI Inform, ISI green products and 26% of the papers covered
Web of Knowledge, Blackwell Synergy, Emer- retailing and distribution-related issues. And,
ald, EBSCO and Elsevier Science Journals. A 22% of the papers had sustainability focus in
number of keywords were identified based on communication, 29% of them addressed eco-
need for the review, and discussion of review labeling aspects and 34% of them elaborated
proposal and objectives with academic experts. upon the use of internet and social media.
These keywords were constructed into search Out of the 105 papers, 4% of them were
strings to access the literature. The list of key- published in 1970s and 1980s, 16% in 1990s,
words include green marketing, sustainability 50% in 2000s, and 31% in 2010s. Out of 93
marketing, sustainability management, environ- empirical papers, 38% of them were based in
mental marketing, environmental management, American cities, 32% in European cities, 18%
sustainability communication, communication in Australian cities and rest were in Asian cit-
tools for green products, eco-labels, green prod- ies. Also, 14% of the studies were comparative
uct design, green product development, green studies those captured the data from two or more
supply chain, green logistics, green distribution, cities across the globe.
green procurement, green consumers, and green
consumer market segmentation. A preliminary
search using these keywords was performed to 2. MARKETING AND THE
identify further keywords for the main search. NATURAL ENVIRONMENT
As suggested by Srivastava (2007), searching
Marketing is a broad term to represent the activi-
articles by cross-referencing was also adopted.
ties facilitating exchanges between companies
This resulted in 196 research papers in total
and consumers. It is described in terms of distinct
published in peer-reviewed journals which
organisational culture, and a fundamental set of
were filtered based on their relevance to the
shared beliefs and values that lead to consumer-
topic by analyzing the titles of the articles and
centered corporate strategy and operations
then, analyzing the abstracts. The articles with
(Deshpande and Webster, 1989). Esteban et al.
highly technical work and highly ecological
(2002) described marketing as “a set of attitude
perspective, which were not in line with the
towards the market” that recommends distinct
outlined objective, were excluded. This resulted
ways of thinking about the organisation, and its
in total number of 105 papers for inclusion in
products and customers. Crane (1997) states that
the literature review out of which most (88%)
marketing comprises of content (what market-
of them were quantitative in nature. The sev-
ing decisions are made and which marketing
eral articles were categorized under several
activities are undertaken) as well as process
sub-categories of green marketing (as stated
(how the decisions are reached, and how the
in Table 1): ethical standards, environmental
activities come to take place). Fundamental to
responsibility, stakeholder engagement, social
marketing literature is a philosophy that “an
responsibility and marketing mix (product,
organisation should try to satisfy customers’
price, place and promotion). Out of them, ethical
needs through the development of a coordinated
standards were covered in 15% of the papers,
set of activities that will allow the organisation
environmental responsibility was covered in
to achieve its goals” (Deng and Dart, 1999). In
68% of the papers, stakeholder engagement
the academic literature, marketing has evolved
was covered in 55% of the papers and social
as a managerial function that focuses upon
responsibility was covered in 19% of the pa-
information accessibility and its processing.
pers. Papers on green products included prod-
Originated from fundamental marketing con-
uct design (in 18% of the papers), packaging
cepts, marketing, at present, has dramatically
design (in 12% of the papers) and stakeholder
advanced to address widely conscious and
engagement (in 14% of the papers). 38% of
highly active consumers across the globe. In
the papers covered pricing-related aspects of
Table 1. Examples of the topics included in the literature review
Sr. No. Topics included in review Sub-topics

Environmental protection
1. Environmental ethics Environmental code of conduct
Ethical behaviour
Corporate behaviour
Environmentally-responsible behaviour
2. Environmental responsibility Firm actions
Regulatory compliance
Corporate policies and procedures
Environmental stakeholders
GRI indicators
3. Stakeholder engagement
Community
Strategic alliances
Product design
Packaging design
4. Green products
Product ingredients
Consumer perceptions
Higher pricing strategy
5. Pricing Willingness-to-pay
Value-for-money
Retail atmospherics
6. Green retailing Sustainability-based programme
Environmental goals and operations
Eco-labeling
Information credibility
7. Green communication Communication tools
Consumer engagement
Determinants of green purchase intentions
recent years, profound insistence of companies entation and changing consumer needs. With
on marketing is observed. Marketing is based on the time, issues faced by marketing have also
the assumption that needs, which are originated changed. Recently, marketing domain witnessed
at consumer end, should be identified by the how the competitive environment is changing.
companies and to be acted upon when these Now, consumers have become more assertive,
needs become consumer demand (Knights et have more understanding of marketing and
al, 1994). related activities, look for high quality and
Since its introduction, the concept of high value products, and make and trust their
marketing has undergone many changes with own judgments. Recent developments have
changing focus of the domain, changing ori- favoured relational marketing activities over
transactional marketing. Developments in com- and ways of transforming our society to a sus-
munication technologies, and changing national tainable one (Schot et al., 1997).
and cultural contexts have given rise to such Many researchers have drawn conclusions
market conditions that are demanding changes suggesting that integrating environmental
in objectives of marketing practices to customer concerns and green strategies in corporate
retention (Webster, 1992). The importance philosophy, and marketing policies and prac-
of customer retention strategy and long-term tices lead to sustainable growth (Shrivastava,
customer relationship to achieve effective 1995; Bernstam, 1991; Lecomber, 1975). The
marketing performance is now recognized in increasing trend of adopting eco-friendly busi-
marketing practices. This has motivated com- ness, eco-friendly technologies and services is
panies to develop unique marketing strategies creating new business opportunities presenting
to gain competitive advantage in the market. strong potential for making profit and satisfying
This has also raised the need of searching for stakeholders who have significant influence
new marketing approaches that is broad enough on the availability of financial, human and
to provide unique and sustained competitive other resources of companies (Biloslavo and
advantage. Incorporating sustainability issues Trnavcevic, 2009). Thus, this trend is seen as
in marketing is one of such approaches. This growing relationship between marketing and
is rooted in the fundamentals of what impact sustainability (Jones et al., 2008) and has led
marketing has on society and the environment. to emergence of the term ‘Green Marketing’.
The present ideologies of consumption have Emerged in late 1980s, the concept of green
brought concern over ecological impact of marketing addresses environmental issues in
marketing under scrutiny. This has resulted several activities such as designing and manu-
in bringing environmental issues into public facturing products, their pricing, distribution
debate. Schot et al. (1997) describe sustain- and promotion. It is perceived as a profitable
ability with two different sets of imperatives for and sustainable management process to iden-
business – eco-efficiency and system change. tify, anticipate and satisfy the requirements of
Eco-efficiency describes company’s acceptance consumers and society (Chan, 2013). It involves
of adverse impact on the environment as a result greening of marketing by launching environ-
of its business activities and this has impact on mentally friendly products in the market for the
competitive business environment (consum- ecologically conscious consumers (Kilbourne,
ers, competitors and regulators). Survival of 1998) and aims at developing competitive ad-
a company in the market is determined by vantage, increasing market share, improving
the proven ability of companies to minimize customer loyalty, and promoting profitability
resource input, to produce green products and (LeCren and Ozanne, 2011; Chang and Fong,
to reduce environmental impact of their busi- 2010; Sharma et al., 2010). Peattie and Crane
ness processes. This has demanded company (2005) view green marketing more as response
innovations to produce competitively priced to what consumers wanted, rather than a proac-
goods and services satisfying human needs and tive initiative in companies. Though initially
improving quality of life. On the other hand, it lacked exhibiting patience and commitment
system change imperative reflects companies to achieve full rewards from sustainability
and the economic system a part of social and actions (Peattie and Crane, 2005), gradually
ecosystem. This view of sustainability focuses it has been recognized that environmentally-
upon promoting compatibility of company conscious and ecologically-friendly strategies
practices with ecosystem and developing the lead to superior financial performance as well
new value system reflecting sustainable devel- as competitive advantages in the marketplace
opment. Both the imperatives in an integrated (Sharma et al., 2010).
manner develop a better view on key issues and On the other hand, Wong et al. (1996)
strategies in future, and to identify mechanisms argue that green marketing is sensible only if
consumers have taste and preferences for green and its design, environmentally-friendly pur-
products, and supply side decisions (availability, chasing, and lowering greenhouse gas emis-
promotion, pricing etc.) meet consumers’ need sion have emerged as main environmentally
and requirements as well as government policies friendly practices (Zhu et al., 2010; Zhu et al.,
and regulations. Consumers have a key role as 2005; Mandaraka and Kormentza, 2000). With
decision makers in moving towards sustainabil- such strategies, they also establish themselves
ity (Jones et al., 2008). Being educated through in a niche for consumers with environmental
formal and informal environmental education concerns (Essoussi and Linton, 2010; Schubert
channels, the environmental concerns have been et al., 2010). Thus, the scope of environmental
altering consumers’ basic habits and changing practices within their operations and supply
their consumption behaviour to preserve the chains with clear environmental objectives has
environment (D’Souza, 2004) and the num- become pronounced. Further, they regularly col-
ber is ever increasing (Gam, 2011; Mostafa, lect market-related information, implement their
2009). So, the relationship between consumer inferences across functional departments, and
behaviour, marketing and the environment has develop and improve of green marketing mix
emerged as a new trend in business which has in response to the inferences. It represents their
led to increase in public awareness about envi- organisation-wide focus on creating superior
ronmental aspects as well as an increase in the value to the consumers and for the business, and
evidences of environmental responsibility in the behaving in the best interest of the consumers.
marketing activities (Gupta and Ogden, 2009; As well, they identify special needs of consum-
do Paco and Raposo, 2009). This has motivated ers and develop environment-oriented business
marketers to focus on environmental dimension strategies to satisfy their changing needs. It aims
of their products, packaging and processes (Hur at developing and offering superior products
et al., 2004) and incorporate green initiatives and value than the competitors catering to the
in their marketing strategies and advertising present and future needs of the market. It is
as well (Jansson et al., 2010). Marketers now an indication of commitment to their relation-
understand green marketing functionally so as ship with the consumers. Thus, an increasing
to develop strategies aimed to meet the green interest towards green marketing orientation is
consumers’ needs (D’Souza, 2004). A number of witnessed in the recent years.
companies have been implementing a number of Green marketing has attracted consider-
green marketing strategies to meet the demand able research interest and green marketing
of environmentally conscious consumers. For orientation has gained significant importance
instance, a number of companies are investing in guiding companies’ behaviour favourable to
in research and development for developing the environment. Green marketing orientation is
green technologies and green products. For described to place greater emphasis on collect-
companies, energy saving and environmental ing and using information related to consumer
protection policies are definitely a priority fac- needs and developing strategies that respond
tor (Proto et al., 2007). They are also engaged to consumers’ present and future needs, com-
in establishing standards restricting the use of petitor actions and regulatory environments.
hazardous substances, environmental guidelines The goal of green marketing orientation is to
for their suppliers at all levels of the supply satisfy present and expressive consumer needs
chain, and collaborating with their trading with their green product offering. It also aims at
partners to develop environmentally conscious identifying hidden market needs as well future
value chain (Hu and Hsu, 2010; Zhu and Sarkis, needs of the consumers, and accordingly alter-
2004). Recycling programs, cleaner production, ing existing product offerings and if required,
environmental management systems and eco- develop and invest their resources, skills and
efficiency, environmental certifications, water/ capabilities to develop new products to cater
waste reduction programs, packaging material to the rising needs in the market. Green mar-
keting orientation has greater significance in play a very important role in the provision of
development business practices and marketing the opportunities for well-being of the society
strategies. It is determined important for com- (Prosenak et al., 2008). It takes into consider-
panies to leverage their potential advantages of ation ecological sensitivity of natural environ-
flexibility, market intelligence and adaptability ment, its constraints, and the laws of nature to
into green product offering with superior value. ensure improved holistic quality of life, and to
Thus, green marketing orientation is perceived strengthen positive influence on natural and
as a marketing philosophy that effectively and social environment (Prosenak et al., 2008).
efficiently guides company behaviour to cre- Since the evolution of the domain, a number
ate learning from consumers and competitors, of misconceptions associated with green mar-
to create superior value to consumers of the keting and a variety of terminologies and defini-
company and continuously generate superior tions have made it difficult to define the term
business performance. (Kinoti, 2011). Polonsky (1994) identified that
The recent changes in marketing has raised green marketing, sustainable marketing, envi-
the need to develop a holistic perspective of ronmental marketing and ecological marketing
green marketing “that embraces all aspects are synonymously used. Dam and Apeldoorn
of the company, the product, and the means (1996) differentiated green marketing from its
of production, consumption, and disposal” so simultaneous terms. Green marketing “focuses
that opportunities to make substantive progress on market pull and legislative push toward
towards sustainability can lead to minimizing improved, environmentally friendly corporate
a transaction’s negative impact on the natural performance”. On the other hand, ecological
environment and a change in corporate thinking marketing is related to ecological crisis and
towards environmental commitment (Peattie marketers’ realization of their responsibilities
and Crane, 2005; Polonsky and Rosenberger III, towards the environment; sustainability market-
2001). Though environmental sustainability is ing is related to marketing within sustainable
gaining importance for business performance economic development; and ecological, green
and competitive advantage, Sharma et al. (2010) and sustainable marketing altogether are labeled
has recognized that research on inclusion of ac- as environmental marketing.
tive role of environmental issues in marketing is From the first definition of green marketing
still in infant stage and the related discussions in 1976 to the most recent one in 2011, the term
are limited to the discipline of management, has evolved in its definitions and shifted its focus
production, and supply chain, and thus in con- (Table 2 in the Appendix). It is witnessed that
text of entire value chain. This lays down the corporate responsibility for pollution prevention
foundation for this study and explains the need and resource conversation was the focus of green
to concentrate on this area of research. marketing definition initially, which shifted
to satisfying marketing needs and to meeting
organisational goals in later decades. Evolution
3. GREEN MARKETING of the term has improved relationship between
LITERATURE sustainability and marketing, and advanced the
research work in green marketing (Jones et al.,
Green marketing is deep rooted in earlier
2008). It has evolved as a philosophy that entails
attempts of Lazer (1969) to address societal
the recognition of effectively using limited
dimension of marketing in terms of finite
available natural resources and taking more
environmental sources, societal and environ-
responsibility towards the environment. It has
mental impacts of conventional marketing, and
emerged as a set of environmentally favorable
greening of the different aspects of traditional
activities that follows a holistic management
marketing (Feldman, 1971). It is identified as
process compatible with eco-system (Peattie
one of the new forms of marketing which can
and Charter, 1994) to satisfy human needs
with least impact on environment (Stanton unnecessary waste; and use materials derived
and Futrell, 1987), and to fulfill consumer from threatened species or environments”.
needs and organisational goals (Fuller, 1999). Researchers have observed that green consum-
Having its significance for the ‘future’ over the ers are likely to prefer products manufactured
‘present’, it focuses on ecological sustainability by the companies that follow the practices of
rather than economic efficiency and recognizes eco-friendly product design and processes
intrinsic value of nature (Peattie, 1995). It also (Pickett-Baker and Ozaki, 2008; D’Souza et
focuses on redefining products in the market, al., 2006). Studies show that behaviour in real
eliminating waste in production, usage and post- life is not always governed by attitude, it is also
usage, adequate pricing and profitability (Pride intervened by the thoughts and feelings of an
and Ferrell, 2008). It intends to emphasize on individual which ultimately influence her/his
environmental benefits from products usage, behaviour (Pickett-Baker and Ozaki, 2008). In
elaborates on cost over the lifecycle of the marketing, market variables and branding with
products rather than price, informs consumers rational reasons have the power to influence
about environmental aspects of the products the thoughts and feelings of an individual that
rather than to generate sales, and focuses much result in developing his/her opinion towards
beyond present consumer needs (Papadopoulos green products and help in shifting consumer
et al., 2010). Thus, it can be seen as an amalga- attitudes to more sustainable consumption
mation of environment management process, (Pickett-Baker and Ozaki, 2008). For example,
marketing activities and product/ services for D’Souza (2004) studied intervening effect of
value creation to society, environment and eco-labels on consumer behaviour and argued
sustainable future. Because this transformation that environmental information endorsed on
entails a fundamentally different way of look- labels and ecological attributes, and product
ing at the world and marketing’s place in it, an efficacy characteristics may result in increase
expansion of the limits of marketing inquiry is in sales of green products. Similarly, product
required. This means that the discipline must attributes (health-related concerns, nutrition,
become more macro in its focus and more taste, size, quality, ingredients, flavor and
multi-disciplinary in its methods. appearance), reputation of the manufacturer,
Addressing demands of green consumers is retail store and associated people, availability
another perspective of green marketing domain. of environmental information and knowledge,
Green consumers have been in the epicenter of consumers’ past experience, and marketing
the environmental marketing strategies (Papa- communication targeted towards the consum-
dopoulos et al., 2010) and a large section of the ers (interpersonal communication, influence
literature in green marketing has focused on the of opinion leaders and word-of mouth, etc.)
determinants of their environmental behaviour, are other market-related variables. They are
green purchase behaviour and post-purchase used to develop green marketing strategies to
behaviour. A number of green consumer market their green products and practices so
studies have shown that environmentally con- that consumers’ attitude, decision making and
scious consumers respond to environmentally behaviour can be influenced (Pickett-Baker
responsible behaviour of the companies and it and Ozaki, 2008).
is exhibited in their purchase behaviour (Papa- Thus, green marketing is deeply rooted in
dopoulos et al., 2010; Paco and Raposo, 2009). understanding the changing consumer behav-
Green consumer is defined by Strong (1996) as iour, and influencing their attitude and beliefs in
the one “who avoids products that are likely to decision making constraints imposed by price,
endanger the health of the consumer or others; brand and availability, and comprehensive reas-
cause significant damage to the environment sessment of product design and development,
during manufacture, use or disposal; consume pricing policies, distribution and marketing
a disproportionate amount of energy; cause communications, and product and packaging
disposal (Ko et al., 2013; Jones et al., 2008). It unique product entities that create value (utility
has emerged as a managerial concept to improve or added) for its consumers. This is facilitated by
corporate reputation and image by displaying the cross-functional team-based marketing opera-
environmentally-friendly manners companies tions in a holistic and integrative manner rooted
operate which is governed by following ethi- in core environmental values. This motivates
cal standards and undertaking environmental green marketing managers to use company’s
and social responsibilities, and engaging with assets to create unique competitive products
societal and business stakeholders. that fulfill consumers’ present and future needs,
develop a lasting eco-oriented personality, and
possess a distinct combination of physical,
4. DISCUSSION functional and psychological benefits. This way,
the emphasis is laid upon environmental impact
Green marketing can be described with three
and benefits of products, company’s values and
fundamental elements i.e. commitment, enrich-
mission regarding impact on the environment,
ment and differentiation that serve as guiding
encouraging environmentally responsible
factors in developing green marketing mix for
behaviour among consumers, and developing
a company. First, commitment is facilitated by
engaging marketer-consumer relationships.
visionary management that is complementary
to organisational values and culture to guide 4.1. Setting Future
marketing decisions and to ensure coherence of Research Agenda
marketing actions. Green marketing managers
possess a set of values that develop green mar- Though green marketing is seen as an important
keting practices around environmental vision sub-domain of marketing over the last five to
and mission. They cultivate green marketing six decades, only a handful number of studies
philosophy across strategic business functions in are witnessed that focus upon developing green
the company, to make a consistent commitment marketing strategies and motives of green mar-
of resources for green product development, and keting (i.e. perceived opportunities offered by
to rationalize company processes to deliver a green marketing to achieve organisational ob-
consistent consumer value. Second, differentia- jectives, company’s moral obligation, pressure
tion is related to making a unique and robust from government bodies and competitors, cost
set of product associations that markets wish to saving, revenue generation and image building).
develop and maintain for differentiating their Some of the studies evaluated green marketing
products from those of competitors. The green strategies (Polonsky and Rosenberger III, 2001;
product associations originate from marketing Rivera-Camino, 2007) while others focused
innovations, incremental or radical, that aim at on relationship building with stakeholders and
adding value to the total green product offer- consumers (D’Souza et al., 2006; Gurau and
ing and establishing the product in the market. Ranchhod, 2005). Others examined relation-
The differential element is communicated in ship between green marketing and marketing
the market to distinguish the product, the cor- professionals such as, Rivera-Camino (2007)
porate culture and environmental commitment developed an understanding of stakeholders’
of the company, and the relationship of the influence on green marketing strategies and
distinguished product with customers. Further, stakeholders’ prioritization. Further, Gurau
green marketing managers utilize their skills and and Ranchhod (2005) compared Romanian and
intelligence to understand how several features, British eco-firms for their international green
benefits and attributes may create favourable marketing strategies. Thus, the literature ad-
perception of green products. Third, enrich- dresses either theoretical development of green
ment is rooted in core environmental values of marketing or concentrated on stakeholders’
a company which guide company’s efforts on perspective of green marketing.
using greater creativity and developing strong
Though the literature on green marketing This will elaborate upon how market-related
witnessed several perspectives of the domain information is collected and disseminated
i.e. environmental, societal, and economical, across a company’s functional areas so that a
yet the confusion persists for its appropriate set of shared goals can be developed for guid-
conceptualization, how to measure it (specifi- ing business functions for effective product
cally, green marketing orientation), and how it development and marketing. This should fur-
is developed (antecedents of green marketing ther be replicated in developing and validating
orientation). Studies in the domain provide little corporate behaviour and marketing practices
information on what determines green market- that thoroughly incorporates environmental
ing orientation of companies and how green values into the decision-making process with
marketing orientation results in developing extensive coordination across functional areas.
effective green marketing practices. Further, This will develop an understanding of how the
it is imperative that together with companies new ideas and concepts of green marketing lead
putting their best to pursue green marketing to a paradigm shift in marketing theory and
efforts to contribute to sustainability, equally practice, and how green marketing orientation
important is consumers’ willingness to change offers marketers opportunities to achieve the
their behaviour to become more sustainable so as overall objective of creating and providing
to achieve green marketing objectives (Gordon value for companies as well as consumers.
et al., 2011). So, it is important to understand Exploring the domain as marketing response
consumers’ perception of the green marketing to the design, production, packaging, use and
practices and how they are addressed by in- disposal of products will enrich the knowledge
novative green marketing strategies. A need is and establish ground for developing solutions
realized to rethink marketing concept and sub- to forthcoming challenges in green marketing.
sequent marketing strategies so that the effect From the literature review, it is evident that
of green consumerism can be examined on the green marketing now address moral concerns
role of marketing mix (Prothero, 1990). Thus, raised in environmental initiatives and handle
academic contributions to developing marketing them through genuine commitment to follow-
strategies incorporating environmental dimen- ing tightened ethical standards. So, future work
sion, and green marketing practices catering to should explore tightening ethical standards,
achieve environmental, social and economic standards of societal and professional ethics
goals and objectives in integrated manner are beyond legal requirements and morally right
substantially needed. marketing practices. This will further provide
directions to revise traditional marketing prac-
4.2. Future Research Directions tices, and design strategies and marketing mix
for Green Marketing Orientation for meeting needs of the market.
Studies on green marketing orientation
The literature review elaborates how green should also explore how customer-oriented mar-
marketing has moved beyond simply promotion keting decisions are driven by the philosophy
of products with environmental characteristics. and values pertaining to green marketing, and
So, future research should explore significant are influenced by the inferences drawn from
efforts for sustaining company’s degree of company’s understanding of its market and
adaptation to the market and a sequence of nec- customers. The findings will be meaningful
essary actions guiding their behaviour. In other in developing organisation-wide innovations
words, studies should be aim at developing an that help companies to identify chances of in-
understanding on how green marketing-oriented novations required for catering to the present
companies move beyond internal marketing and future needs of the market as well as to
activities and include external activities that make their organisational process and activities
aims to associate consumers with the company. effective in the present competitive environ-
ment l. Establishing relationships between tributions towards informing consumers about

green marketing practices and consumer trust green products and offering them green product
and satisfaction on effectiveness of company’s exposure are utmost important in academic
products and business operations for reduced research. Exploring and developing green retail
environmental impact will contribute towards mix may produce interesting results to explain
developing managerial solutions to green mar- attempts creating awareness of green products,
keting challenges. Measuring green marketing offering repeated green product exposure in
performance in financial terms (investment retail stores to enable consumers to recognize
profitability, sales profitability, and financial and recall green products, and improving their
profitability), operational terms (sale volume, familiarity with green products. Also, the role
sale increase rate, market share, customer of retailers as leading actors in green marketing
retention rate, product quality) and in terms should be explored to understand how they pro-
of organisational efficiency may prove other actively share the responsibilities of providing
milestones in this direction. Further, measuring facilities to consumers to make trials of green
value creation (economic such as effectiveness products intended to provide personal product-
of product and durability, and non-economic related experiences, to make consistent efforts
such as social image and self-appraisal) as to build long-term relationships with consum-
outcomes of green marketing practices may ers, and to build up strong market position for
offer meaningful managerial implications. green products.
Value creation for consumers can be studied From green advertising perspective, the
from two perspectives. One perspective in- content of the environmental information about
cludes consumers who are satisfied with their their products, processes and practices has
current consumption pattern and lifestyles. For gained strategic position in green marketing.
such consumers, they will be attracted towards So, researchers may be interested to explore
green products, only if they recognize that the the linkage of environmental information with
products demand modifications in line with corporate activities, educating consumers about
improve their lifestyles. Another perspective green products and enabling them to make
includes consumers who are curious to change more effective purchase decisions, and their
their current consumption pattern and lifestyles meaningfulness from the aspects of under-
in an environmentally-friendly manner. For such standability, clarity and convincing. Important
consumers, they will be attracted towards green managerial implications may be produced
products if they recognize that the products by exploring green communication practices
demand modifications improve their lifestyles. and consumer engagement practices so that
This will enable green marketing managers to consumers’ misconceptions, confusion, skepti-
understand what green marketing practices can cism, and backlash surrounding green product
make real contribution to bringing a difference claims and performance can be minimized or
from environmental conservation perspective. prevented, and the likelihood of information
sharing, mutual understanding and informed
4.3. Future Research Directions decision-making can be maximized.
for Green Marketing Mix It is worth exploring how taking into ac-
count the new media and integrated marketing
Though green marketing mix is recognized as strategies caters to new and constantly changing
fundamental of marketing, it needs to be care- consumer needs, and how adopting distinct
fully combined and utilised to produce the most approaches allow green marketing managers
viable mix. Based on the challenges involved to improve communication with consumers in
in marketing of green products, retail mix and personalized and interactive manner. It may also
promotion mix are two important building be related with consumer empowerment and
blocks of green retailing. In other words, con- high degree of market transparency. Resulting
co-creation marketing strategies that allow con- 5. CONCLUDING REMARKS

sumers to become a part of product development
process and wide acceptance of the new product The literature review witnessed the integration
developed may produce important managerial of sustainability and marketing. This results in
implications. Consumer engagement practices prominence of corporate environmental actions
for green products are also meaningful to re- and green marketing practices in businesses
late products with personal values and value wherein importance is accorded to activities
orientations of consumers, to answer to their such as developing green products, and using
curiosities, and to improve comprehension innovative pricing and retailing practices to
about products. Further, promotional practices promote them in the consumer market. Mar-
enabling consumers to understand their needs keting managers develop a long term vision
and to compare their needs with products for the growth and development of companies
available in retail stores for making suitable as well as for a sustainable future. In result,
choice of products are worth exploring. This they intend to develop specific marketing mix
may have important implications in developing for green products and green segments of the
relationships between the customers and green market. This way, once limited to the ideol-
products, between the customers and the com- ogy of activists, environmental consciousness
panies, between the customers and the green has become a matter of market competition
product in use, and among fellow customers. (Mostafa, 2009; Follows and Jobber, 2000).
There will develop an understanding of interac- Thus, the literature review makes an attempt to
tions between company and consumers in the propose conceptualisation of green marketing
market that not only strengthens the relationship orientation and outlining green marketing mix
between consumers and green marketers but also by relating sustainability and marketing with
substantially increases the role of consumers each other. It further identifies research gaps and
in contributing to product-related innovations. provides direction for future research to con-
Further, integrating a locus-based perspective tribute in green marketing literature. These at-
of green consumer behaviour (Kalamas et al., tempts differentiates this literature review from
2014) with promotion mix elements may pro- those of others such as Chamorro et al. (2009),
duce interesting implications. Peattie and Crane (2005), Prakash (2002), and
The role of consumer engagement prac- Polonsky and Rosenberger III (2001).
tices, credibility of environmental claims and It is rational to state that strength of green
effectively informing consumers about green marketing mix lies in its focus on long-term
products can be further examined to identify the strategic and rational thinking that lays greater
constantly changing needs, to predict market emphasis upon managing their marketing
trends early and accurately, to quickly respond relationship and interactions with suppliers,
to competitive movements, and thus, to under- distributors and retailers, and ensures long-term
stand effectiveness of green marketing practices transactions between marketers and consumers.
on company performance. This way, the future Thus, a considerable shift in marketing practices
research directions contribute towards under- from internal orientation of traditional market-
standing how green marketing it overcomes the ing mix to interactive and consumer-oriented is
shortcomings of traditional marketing mix, as evident. It develops a perspective that supports
described by Constantinides (2006), of lack of an integrated approach towards marketing prac-
customer orientation and consumer interactivity tices taking into account transactional, relational
by developing solution over products, sharing and organisational aspects of marketing activity.
information over promotion and creating value The study concludes with the possibility and
over sales. relevance of developing the mix that serve as a
basis of green marketing planning for the highly Chan, E. S. W. (2013). Managing green marketing:
competitive, dynamic and technology-mediated Hong Kong hotel managers’ perspective. Interna-
tional Journal of Hospitality Management, 34(Sep-
market. The studies based on future research
tember), 442–461. doi:10.1016/j.ijhm.2012.12.007
agenda proposed in the article intend to address
issues related to total green product offerings Chang, N.-J., & Fong, C.-M. (2010). Green product
and to adequately deal with new realities of quality, green corporate image, green customer
satisfaction, and green customer loyalty. African
marketing. For practical implications, it will Journal of Business Management, 4(14), 2836–2844.
enable companies to make superior contribu-
tion to continuously improving consumer value Crane, A. (1997). The Dynamics of marketing ethical
and to gain competitive advantage. Thus, the products: A cultural perspective. Journal of Market-
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of marketing involving from product and market sustainability: A conceptual framework and proposi-
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D’Souza, C. (2004). Ecolabel programmes: A
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Prashant Kumar is a Doctoral scholar in NITIE Mumbai, India.

Bhimrao Ghodeswar is a marketing professor in NITIE Mumbai, India.
APPENDIX
Table 2. List of green marketing definitions
Henion and Kinnear “the study of the positive and negative aspects of marketing activities on pollution,
(1976) energy depletion and non-energy resource depletion.”
“consists of all activities designed to generate and facilitate any exchanges intended to
Stanton and Futrell
satisfy human needs or wants, such that the satisfaction of these needs and wants occurs,
(1987)
with minimal detrimental impact on the natural environment.”
“to products and packages that have one or more of the following characteristics;
Herbig and Butler (1994) they are less toxic; are more durable; contain reusable materials and/or are made of
recyclable materials”.
“the application of marketing tools to facilitate exchanges that satisfy organisational
Mintu and Lozada (1993) and individual goals in such a way that the preservation, protection, and conservation
of the physical environment are upheld.”
Peattie and Charter “the holistic management process responsible for identifying, anticipating and satisfying
(1994) the needs of consumers and society, in a profitable and sustainable way.”
“consisting of all activities designed to generate and facilitate any exchanges intended
Polonsky
to satisfy human needs, such that the satisfaction of these needs and wants occurs, with
(1994)
minimal detrimental impact on the natural environment.”
Lampe and Gazda “the marketing response to the environmental effects of the design, production, packaging,
(1995) labeling, use, and disposal of goods or services.”
van Dam and Apeldoorn “focuses on market pull and legislative push towards improved, environmentally friendly
(1996) corporate performance.”
“the process of planning, implementing and controlling the development, pricing,
Fuller promotion and distribution of products in a manner that satisfies the following three
(1999) criteria: (1) customer needs are met, (2) organisational goals are attained, and (3) the
process is compatible with the ecosystem.”
Kotler and Armstrong “that meets the present needs of consumers and businesses while also preserving or
(2009) enhancing the ability of future generations to meet their needs.”
“referring to the planning, development and promotion of products or services that
Papadopoulos et al. satisfy the needs of consumers for quality, output, accessible prices and service, without
(2010) however a negative effect on the environment, with regard to the use of raw material,
the consumption of energy etc.”
Gordon et al. “developing and marketing more sustainable products and services while introducing
(2011) sustainability efforts at the core of the marketing and business process.”
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Green Marketing Mix:

1. INTRODUCTION market-related issues related to economy,

Table 1. Examples of the topics included in the literature review

Sr. No. Topics included in review Sub-topics

ment l. Establishing relationships between tributions towards informing consumers about

co-creation marketing strategies that allow con- 5. CONCLUDING REMARKS

Prashant Kumar is a Doctoral scholar in NITIE Mumbai, India.

Table 2. List of green marketing definitions

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