Impact of Green Marketing on Companies: A Methodological and Thematic Review
Year: 2018
Type: article
Study design: Systematic Review
Abstract: Green Marketing refers to the satisfaction of consumer needs and desires which are aligned with the conservation of environment. With the increased awareness for protection and conservation of environment, research interest in the topic has been on a rise. Within the framework of the research tools, this paper tends to focus on the impact of green marketing on the companies. A systematic literature review methodology has been adopted so as to identify the main themes on the adoption of Green Marketing and its impact on the companies. A total of 22 articles were included for the purpose of the review which majorly covers five research themes-green competitors, financial aspect, green marketing and labour productivity, impact of implementing green operations and use of eco labels. Both thematic and methodological review have been taken into consideration for the purpose of future research suggestions.
Source: Asian Journal of Management
Authors: Nidhi Gopal, Palak Bhandari, Smita Mehendale
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2805227486