Green Marketing: A Conceptual Overview

Abstract

This chapter provides an overview of the conceptualisation of green marketing. Some introductory remarks on the evolution of marketing over the years are provided from the production concept to the green marketing concept. Green marketing, as a concept, has been around for some decades and continues to generate interest in literature and practice. In its formative years, there were a number of failed attempts at green marketing. The chapter also discusses green marketing mix and the external Ps as well as the internal Ps. The green success elements were also discussed. Discussions are also advanced on green tactics and strategies looking at the green marketing activities at the three different levels. The environmental label was also discussed as well as the green product life cycle. The chapter discusses salient points in the conceptualisation of green marketing through time and provides some established tactics and strategies that can be employed to attain green marketing in a real-life situation. Scholars have advanced arguments in line with the concept of green marketing and have provided some sort of blueprint as a conceptualisation of the green marketing concept to serve as a guide. The chapter is an encapsulation of scholarly discussions on the conceptual overview of green marketing.