Article

From Green Marketing to Marketing for Environmental Sustainability

Debra L. Scammon and Jenny Mish

in The Oxford Handbook of Business and the Natural Environment

Published in print November 2011 | ISBN: 9780199584451
Published online January 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199584451.003.0019

Series: Oxford Handbooks in Business and Management

From Green Marketing to Marketing for Environmental Sustainability

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This article covers the role of marketing for the natural environment in catalyzing environmentally sustainable consumption. It outlines the four decades of “green” marketing. Environmental disasters continued to amplify public awareness during the 1980s and 1990s. During the 1990s, environmental problems were increasingly reframed as economic problems. A smattering of academic papers addressed managerial issues in environmental marketing. The opportunism and reactivity of green marketers in the twentieth century gave way to the beginnings of a more mature and sophisticated approach in the new century. The article discusses the definition of marketing, its dominant logic, and the role of the marketing mix, all of which raise unresolved issues. The sustainable levels of consumption and the need for systemic integration in marketing for the natural environment are explored. Finally, specific directions for future work are given.

Keywords: green marketing; natural environment; environmental marketing; environmental sustainability; environmental problems; public awareness

Article.  8094 words. 

Subjects: Business and Management ; Marketing ; Organizational Theory and Behaviour

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