Green Marketing in Emerging Economies: A Communications Perspective 1st Edition by Emmanuel Mogaji; Ogechi Adeola; Isaiah Adisa; Robert E. Hinson; Chipo Mukonza; Ayça Can Kirgiz 303082571X 9783030825720

Green Marketing in Emerging Economies: A Communications Perspective 1st Edition Emmanuel Mogaji – Ebook Instant Download/Delivery ISBN(s): 9783030825713,9783030825720,303082571X,3030825728

Product details:

• ISBN 10:303082571X
• ISBN 13:9783030825720
• Author:Emmanuel Mogaji, Ogechi Adeola, Isaiah Adisa, Robert E. Hinson, Chipo Mukonza, Ayça Can Kirgiz

Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers.

Table contents:

1. Green Marketing in Emerging Economies: Communication and Brand Perspective: An Introduction
2. Green Integrated Marketing Communications
3. Green Marketing Communication and Consumer Response in Emerging Markets
4. Green Marketing and Consumer Scepticism in Emerging Economies
5. A Conceptual Framework: Creating Competitive Advantage Through Green Communication in Tourism and Hospitality Industry
6. A Critical Perspective on Greenwashing Under the Roof of Corporate Environmentalism
Part II. Branding
7. Drivers of Green Brand Equity and Green Purchase Intention in Emerging Markets
8. Green Branding Implementations in Hard-Discount, Low-Cost Turkish Textile Brands
9. Green Brand Equity in an Emerging Economy: Ghana in Perspective
10. Environmentalist Political Communication: Nation-Branding and Political Socialization Through Environmentalism
11. A Theoretical Framework for the Influence of Green Marketing Communication on Consu

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