Green marketing: issues, developments and avenues for future research

Abstract

This paper aims to extract the development of the green marketing literature focusing on green product development, consumer behaviour, communication tactics, eco-labelling and greenwash in an attempt to critically review the topic and accentuate the imperative areas for future research. The paper presents critical reviews of research in the above areas of green marketing and subsequently offers a set of key themes that could foster future investigations on the imperative, infertile and under explored areas in the subject. The results of the literature search based on articles published over the last decade are presented as an annotated bibliography. The bibliography will offer scholars and informational-seekers useful starting points in understanding and enhancing knowledge on the contemporary developments of green marketing and avenues of sustainable green thoughts for future research.