Implementation of the Green Marketing Concept: A Synthesis of Literature

Abstract

Business logic for green marketing has been largely operational or technical; however, some executives see environmental opportunities as a major source of revenue growth. Levels of pollution are relatively low in developed countries, as a result of stringent regulations, the greening of most industries, and the relocation of most polluting activities to emerging market economies. To some extent, the greening of the developed world has been successful as most of its consumers are enlightened and appreciate a green environment.  The situation is however different in most developing economies/emerging markets. This conceptual paper examined the greening concept by discussing the increasing concern for environmentally safe packages and products, greening the marketing strategy as well as what should be avoided in developing green marketing programmes.  It is concluded that environmental sustainability is not simply a matter of compliance but the need for businesses accept the fact that competitive advantages and business opportunities could be gained from eco-sustainability and green marketing.

Keywords: Green marketing, Emerging markets, Competitive advantage, Green environment.