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Green Marketing: A Future Revolution

In: Practical Sustainability

Author

Listed:
  • Siva K. Balasubramanian
  • Gaurav Jain

Abstract

This chapter highlights the significance of marketing products and services to customers from the sustainability perspective using green technology. It argues for proper awareness in the practice of environmental marketing. Figure 6.1 captures the essence of this approach by linking three abstract concepts: green marketing, environmental justice, and industrial ecology.1 We explore the conceptual relationship between marketing and green marketing, and affirm that understanding sustainable/biodegradable/natural packaging hugely impacts sustainability practice. The past few decades have contributed substantially to increased consumer awareness of sustainable products and services.

Suggested Citation

  • Siva K. Balasubramanian & Gaurav Jain, 2011. "Green Marketing: A Future Revolution," Palgrave Macmillan Books, in: Practical Sustainability, chapter 0, pages 121-132, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-0-230-11636-8_6
    DOI: 10.1057/9780230116368_6
    as

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