Towards sustainability: The Third Age of green marketing
In: The Marketing Review. Westburn Publishers. ISSN 1469-347X; e-ISSN 1472-1384, more
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| Author keywords |
consumption; environment; green marketing; marketing strategy; sustainability |
| Abstract |
Integrating concern about the environment into the practice and principles of marketing is an idea that has been with us since the 1970s. Over time our understanding of the interaction between the economy and the environment has developed, and therefore our ideas about what might constitute "green marketing" have continued to evolve. This article reviews this evolution in terms of three stages with different implications for marketing: (1) Ecological marketing, a narrowly focussed initiative which concentrated on reducing our dependence on particularly damaging products; (2) Environmental marketing, a more broadly based initiative which aimed to reduce environmental damage by tapping into green consumer demand and opportunities for competitive advantage; and (3) Sustainable marketing, a more radical approach to markets and marketing which seeks to meet the full environmental costs of production and consumption to create a sustainable economy. |
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