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The Concept of Green Marketing

The Concept of Green Marketing
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Author(s): Mertcan Tascioglu (Istanbul Medeniyet University, Turkey)
Copyright: 2019
Pages: 11
Source title: Corporate Social Responsibility and Strategic Market Positioning for Organizational Success
Source Author(s)/Editor(s): Carlton Brown (University of Plymouth, UK)and Uzoechi Nwagbara (Sunderland University, UK & Cardiff Metropolitan University, UK)
DOI: 10.4018/978-1-5225-5409-7.ch009

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Abstract

Environmental concerns have become one of the most important issues of today's business world. Companies have discovered the importance of green marketing and sustainability and that consumers will buy products that are greener and sustainable. This chapter focuses on the concepts of green marketing and sustainability. The concepts of green marketing and sustainability are discussed, analysis of green markets and green market examples are provided, and viable green marketing strategies are also suggested.

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