Abstract
Abstract Global economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.
Highlights
Multiplication of global population increases the demand for goods and services
It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts
Tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life
Summary
Multiplication of global population increases the demand for goods and services. In such a context, society is at risk of causing damage to ecosystems. An increasing number of customers prefer environmentally friendly products. Business organizations all over the world have begun to realize the changes in customer preferences and seek environmentally friendly marketing practices. During the last few years, the concept of green marketing has gained a substantial position in researches; the topic of evolution, conceptualization and potential benefits of green marketing remains new and significant field of management studies. Increase of consumption and favourable attitude towards ecological products stimulate the development of green marketing. This type of marketing concentrates upon the protection of environmental resources and provides additional value for products. This study aims at analysing evolution, conceptualization and potential benefits of green marketing orientation. This is followed by specification of dimensions and benefits of green marketing
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