Green Marketing in Emerging Economies A Communications Perspective

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.

Section 1: Green Communications And Positioning.- Chapter 1: Green Integrated Marketing Communications In Africa By Dr Kojo Kakra Twum And Dr Andrews Agya Yalle.- Chapter 2:  Green Integrated Marketing Communications: An Asian-african Comparative Study By Dr Genevieve Bosah.- Chapter 3:  Environmentalist Political Communication: Nation-branding And Political Socialization Through Environmentalism By Prof. Ahmet I?lkay Ceyhan.- Chapter 4: Green Positioning Strategies By Dr Abdul-hamid.- Section 2: Green Washing.- Chapter 5: Green Positioning: A Focus On South And India By Dr Meenakshi Gujral.- Chapter 6: Greenwashing By Dr Gül Kaner.- Chapter 7: A Critical Approach To Corporate Greenwashing Activities Under The Roof Of Corporate Social Responsibility By Dr Banu Bertan.- Chapter 8: Green Washing, Green Knowledge And Green Communications: Exploring The Links By Dr Hilda Dondolo.- Section 3: Managing Green Branding Marketing:: Traditional, Digital And Service Perspectives.- Chapter 9: Green Branding By Dr Derya Yalçin.- Chapter 10: Green Marketing In The Online Environment By Dr Moses Moshe Vhukeya.- Chapter 11: Green Service Innovation And Servitization By Dr Ufuk Gür.- Chapter 12: Opportunities And Challenges In Green Marketing By Dr Daniel Ofori.

Dr. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK.

Dr. Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a management researcher and consultant based in Nigeria. Isaiah has co-edited book(s) on green marketing and green people management.

Dr. Chipo Mukonza is Founder and Managing Director of RC Global Research Training and Consultancy. She is also a Lecturer at Tshwane University of Technology, South Africa.

Dr. Ayça Can Kirgiz is an Associate Professor at the Istanbul Kent University, Turkey.