Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy

View Sample PDF

Author(s): Asli Kuscu (Yeditepe University, Turkey)
Copyright: 2019
Pages: 17
Source title: The Circular Economy and Its Implications on Sustainability and the Green Supply Chain
Source Author(s)/Editor(s): Ulas Akkucuk (Uşak University)
DOI: 10.4018/978-1-5225-8109-3.ch012

Keywords: Business & Management / Business Science Reference / Economics and Economic Theory / Supply Chain Management

Purchase

View Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy on the publisher's website for pricing and purchasing information.

Abstract

Green products and services have become an important part of consumption, as consumers' knowledge and concern towards environmental sustainability has increased and they have started to concentrate on their environmental impact. Nonetheless, green marketing still constitutes a small portion of the overall consumer spending. This chapter aims to highlight the importance of marketing activities in the adoption and social normalization of green consumption by the consumers generating public support and economic benefits for the companies as well as environmental and social gains for the society in return. Combining both micro and macro-level determinants and consequences, a conceptual framework is suggested which aims to contribute to literature both theoretically and practically.

The IRMA Community

Research IRM

Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy

Purchase

Abstract

Related Content

IRMA Sponsors