Version 1
: Received: 18 October 2024 / Approved: 18 October 2024 / Online: 18 October 2024 (12:57:55 CEST)
How to cite:
Abel, C. E.; Kenechukwu, C. G. Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives. Preprints2024, 2024101495. https://doi.org/10.20944/preprints202410.1495.v1
Abel, C. E.; Kenechukwu, C. G. Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives. Preprints 2024, 2024101495. https://doi.org/10.20944/preprints202410.1495.v1
Abel, C. E.; Kenechukwu, C. G. Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives. Preprints2024, 2024101495. https://doi.org/10.20944/preprints202410.1495.v1
APA Style
Abel, C. E., & Kenechukwu, C. G. (2024). Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives. Preprints. https://doi.org/10.20944/preprints202410.1495.v1
Chicago/Turabian Style
Abel, C. E. and Chinaza, G Kenechukwu. 2024 "Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives" Preprints. https://doi.org/10.20944/preprints202410.1495.v1
Abstract
Green marketing has emerged as an integral strategy in promoting sustainability across various industries, particularly in response to heightened environmental concerns and consumer demands for eco-friendly products. This paper critically reviews the concept of green marketing from environmental, consumer, corporate, and regulatory perspectives, highlighting both its opportunities and challenges. From the environmental standpoint, green marketing aims to mitigate the negative impacts of industrial activities by promoting products that are less harmful to the environment. On the consumer side, increasing environmental awareness drives demand for sustainable products, though challenges such as greenwashing often undermine consumer trust. Corporately, green marketing offers opportunities for enhancing brand image and competitiveness, though balancing profitability and sustainability goals remains a challenge for businesses. Regulatory frameworks play a crucial role in shaping green marketing practices, ensuring transparency and accountability, and preventing deceptive practices like greenwashing. The paper also discusses emerging trends such as digital transparency, the role of social media in green marketing, and the incorporation of circular economy principles into corporate strategies. The review concludes with recommendations for businesses to enhance their green marketing efforts, emphasizing the need for transparency, stakeholder collaboration, and interdisciplinary approaches to address complex sustainability challenges.
Keywords
Green marketing, sustainability, consumer behaviour, corporate strategy, regulatory frameworks
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
