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Designing green marketing across industries: A conceptual framework and implications for consumers and transdisciplinary research
Department of Industrial and Information Management, Center for Innovation and Technology Research, Tampere University of Technology, Tampere, Finland.ORCID-id: 0000-0003-4007-5341
Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, Graz, Austria.
Department of Industrial and Information Management, Center for Innovation and Technology Research, Tampere University of Technology, Tampere, Finland.
Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, Graz, Austria.
2018 (engelsk)Inngår i: Handbook of sustainability science and research / [ed] Walter Leal Filho, Cham: Springer, 2018, s. 581-596Kapittel i bok, del av antologi (Fagfellevurdert)
Abstract [en]

Understanding what marketing messages trigger sustainable consumer behavior is one of the key issues for companies to be able to design effective green marketing. The goal of this paper is to present a conceptual framework for a green marketing approach that includes product, industry, production processes, and supply chain specific considerations to be utilized in the design of green product marketing for the mass markets. Based on a literature review, we have created a conceptual framework with industry-specific aspects on the basis of unique features in seven industrial sectors that are of relevance to the personal needs of consumers from an environmental perspective, but are focusing on the product-specific aspects of the marketed products. The originality of this study lies in the proposition that green marketing should use the actual product features as a starting point and not focus only on green consumers. The greenness of a product should be an additional dimension that adds to the competitiveness of the product when compared to conventional products. Theoretically, we propose that a transdisciplinary approach that integrates sustainable supply chain management perspectives to green marketing would benefit companies designing green marketing approaches and consumers making green product choices. 

sted, utgiver, år, opplag, sider
Cham: Springer, 2018. s. 581-596
Serie
World Sustainability Series
Emneord [en]
Green marketing, Sustainable consumption, Sustainable supply chain management
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-46467DOI: 10.1007/978-3-319-63007-6_36Scopus ID: 2-s2.0-85071516183ISBN: 978-3-319-63006-9 (tryckt)ISBN: 978-3-319-63007-6 (digital)OAI: oai:DiVA.org:hj-46467DiVA, id: diva2:1357555
Tilgjengelig fra: 2019-10-04 Laget: 2019-10-04 Sist oppdatert: 2019-10-04bibliografisk kontrollert

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