Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing. Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed ‘greenness’ in all their marketing activities.

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

Responsible Management in Emerging Markets: A Multisectoral Focus is in response to the dearth of literature on responsible management in emerging economies. It discusses diverse themes at the intersection of corporate social responsibility (CSR), green business (marketing) and sustainability management, with the view to addressing some begging issues in responsible management. Hinged on the centrality of SDG 12 (responsible production and consumption), this volume focusses on how businesses, nations, and continents across the globe can actualize a sustainable paradigm, now and in the future. It offers fresh theoretical, policy, and managerial insights into the complex processes and relationships that mediate businesses’ ability to deliver on their social development promise, through sustainability and green initiatives. This book discusses some forward and backward linkages between the emerging economy context and responsible management. Featuring cognate topics on CSR, green marketing, green fashion and green entrepreneurship, it offers a Sustainable Development Roadmap (SDR) that is applicable for businesses in emerging economies. This volume is a valuable resource for professionals and academics in emerging economies who desire to understand how firms are demonstrating responsible management through green initiatives, corporate social responsibility and sustainable policies and practices.

Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.

This book outlines the scope of sustainability and green practice in supply chain operations, which has continued to grow with a rapid speed. The book includes core aspects of sustainability and green supply chain management philosophy and practice, covering general concepts, principles, strategies and best practices, which not only protect socio-environmental sustainability, but spur economic growth. The book will aid practitioners in using sustainable supply chains to reduce cost and improve service, as well as keep up-to-date with different features of green supply chains and logistics in a global market. The book will also be a valuable resource for candidates undertaking certification examinations and students studying for degrees in related fields of sustainability and green supply chain management.

Sustainable Economy and Emerging Markets provides a snapshot of the different dimensions of sustainability and analyses how they interact and configure themselves, case by case, in selected emerging economies. The parameters of economic growth in developing economies are explored in the context of systems, climate change, and environmental challenges. With contributions from a range of business academics, economists, and practitioners, this book conveys a picture of the complex nature of the new global business environment, especially the geopolitical dynamics of emerging countries, and breaks down the challenges across geographic fault lines, offering insights into current business practice. By adopting an in-depth case study approach, this edited book offers and discusses examples from several emerging markets and elucidates how these organisations have modelled business based on sustainable development in its various forms. This book will prove valuable reading for students and scholars of international business, international trade, sustainability, and development.

Through policies, regulations, and incentives, governments can encourage or compel businesses to adopt environmentally friendly practices. For example, regulations may set limits on emissions or mandate the use of renewable energy sources, while incentives like tax breaks, grants, or subsidies can make it financially viable for companies to invest in green technologies. Additionally, government-led public awareness campaigns and collaborations with industries can further drive the shift towards sustainability. By creating a regulatory environment that prioritizes ecological considerations, governments can significantly impact corporate behavior, leading to reduced environmental footprints and the promotion of long-term sustainable development. Government Influences on Eco-Friendly Practices in Business explores the integration of government influence into eco-friendly business practices. It provides a holistic understanding of sustainable business practices by offering insights into various dimensions of sustainability and their implications for businesses. Covering topics such as circular economy, green consumption, and sustainable business practices, this book is an excellent resource for academicians, researchers, graduate and postgraduate students, policymakers, business professionals, government institutions, and more.

In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sustainable marketing has emerged as a critical aspect of modern business strategies. Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future provides a comprehensive and timely exploration of the key concepts, trends, and challenges in sustainable marketing within today's dynamic business environment. This book delivers an extensive overview of sustainable marketing, covering a diverse range of topics. It delves into the role of sustainable marketing in addressing environmental and social concerns, examines its impact on consumer behavior and brand loyalty, and showcases best practices for integrating sustainability into marketing strategies and tactics. Additionally, it explores the challenges and opportunities associated with implementing sustainable marketing across various industries, investigates the influence of digital technologies on sustainable marketing, and explores the future of sustainable marketing in the post-COVID-19 era. Targeting marketing professionals, business leaders, marketing students and educators, and individuals interested in advancing sustainable business practices, this book serves as an invaluable resource. It offers insights into the role of marketing in creating a more environmentally friendly future and equips readers with the latest strategies and best practices for promoting sustainability through marketing.

Management and Information Technology in the Digital Era: Challenges and Perspectives explores the management and practical implications of digital information management to provide theoretical insight for managers and researchers to co-create their technology values and better understand its prospects and challenges.