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Green Marketing in India: A Perspective

In: Essays on Sustainability and Management

Author

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  • Suren Sista

    (IIM Calcutta)

Abstract

Green Marketing has explored various themes that include both firm-level activities and consumer acceptance of the green concept and their resultant behaviour. The streams of research within the domain of Green Marketing have included green procurement and production, green marketing communications, green attitude, green behaviour, and green consumer typology. This essay explores the various themes that have been explored in prior research within Green Marketing, along with a commentary on scholarly work in the Indian context. The discussion revolves around the concept of green marketing in India and various aspects that would be of interest, and provides directions for research that will help advance the understanding of this subject in the Indian context.

Suggested Citation

  • Suren Sista, 2017. "Green Marketing in India: A Perspective," India Studies in Business and Economics, in: Runa Sarkar & Annapurna Shaw (ed.), Essays on Sustainability and Management, chapter 0, pages 97-123, Springer.
    • Handle: RePEc:spr:isbchp:978-981-10-3123-6_6
    DOI: 10.1007/978-981-10-3123-6_6
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    Cited by:

    1. Jurkovic Ratka & Jurkovic Sasa, 2017. "Holistic management - some thoughts on the possibilities of it's implementation in the West," International Journal of Digital Technology and Economy, Algebra University College, vol. 2(2), pages 109-122, December.

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