Green Marketing: The Emerging Key Driver towards Sustainability in an Emerging Economy: An Investigation into Impact of Demographics on Green Consumption

Abstract

Emerging economies like Brazil, India China and Russia have finally claimed it’s rightful place on the global economic map and at the same time some other economies like Indonesia, Turkey, Nigeria and Mexico are rapidly growing in importance. This marks the beginning of a new economic order which is instrumental in shaping the global economic development and shape new paradigms to address the political and economic issues faced by the world. However, none of this development comes without posing some unique challenges. Removal of poverty and lack of employment definitely remain a common challenge for most economies in transition. But far more pressing are the issues of social inequality and environmental sustainability that these economies need to address. Economies have to adopt strategies to integrate sustainability with growth and move towards inclusive development that is socially, economically and environmentally profitable. Sustainability is bound to emerge as a key driver to generate necessary momentum to bring about a ‘ new balance’ between developing economies, emerging economies and developed economies of the world.