Green Marketing

Introduction

Special issue of Information; Deadline 1 Jan 2021

INTEREST CATEGORY: MARKETING AND SOCIETY
POSTING TYPE: Calls: Journals

Author: Dan Cristian Dabija


Dear Colleagues,

In the 21st century, global organizations are more and more green and environmentally concerned and oriented, as modern consumers belonging mostly to generation Y (Millennials) and Z tend to prefer organizations that are able to implement green business models and strategies and/or foster a green governance. In order to gain consumers’ attention and trust, companies rely on environmentally friendly products, brands and services and try to enhance consumers’ green loyalty by means of green marketing. From this perspective green marketing can be regarded as a an “umbrella” concept, which contains/embraces all principles, measures, actions, activities and strategies of public and private organizations dedicated to foster the “health” of the environment and to establish specific green behaviour, attitude, lifestyle, and buying motivation of mankind. Concepts such as environmental marketing, environmental protection, non-polluting technology, sustainability, sustainable agriculture, green consumerism, green retailing, socially responsible consumption, green products/brands/services, green technologies, green strategies, recycling, clean energy, and organic food, might therefore be captured by the concept of green marketing and are mostly used to describe green and sustainable strategies.

The objective of this Special Issue is to capture the latest advances regarding the use of green marketing by modern organizations. Topics of interest for publication in this Special Issue include, but are not limited to, the following:

  • Eco-innovation and competitiveness;
  • Ethical values and the green choice;
  • Green awareness and R&D orientation of global players;
  • Green branding in international organizations;
  • Green consumerism of socially responsible consumer generations;
  • Green entrepreneurship and sustainable markets;
  • Green information that leads to green strategies in organizations;
  • Green innovation and positioning;
  • Green marketing as a key factor for sustainable organizations;
  • Green marketing strategies of international organizations;
  • Green retailing;
  • Is green marketing ideologically or organizationally driven in different countries?
  • Shift of mentality towards green marketing: a challenge for consumer generations;
  • Green marketing in academia: consequences for teaching and research;
  • The dark side of green marketing: case studies, practices and consequences of greenwashing.

If this topic is of interest, you may send your manuscript now or up until the deadline. Submitted papers should not be under consideration for publication elsewhere.

Dr. Dan-Cristian Dabija
Guest Editor

Full information available at

https://www.mdpi.com/journal/information/special_issues/Green_Marketing