Characteristics of research on green marketing

Characteristics of research on green marketing

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 10

Chamorro A., Rubio S. and , Miranda F.J.Business Strategy and the Environment (UK), May 2009, Vol. 18 No. 4, Start page: 223, No. of pages: 17

Purpose – Analyses development of research into green marketing 1993-2003, and to determine an agenda for future research. Design/methodology/approach – Covers ecological-, greener-, environmental-, enviropreneurial- and sustainable-marketing, conducts the analysis in two parts, the first studying green-marketing articles published in marketing journals, the second examining similar articles in Business Strategy and the Environment (BSE) and Corporate Social Responsibility and Environmental Management (CSREM), explains that articles were identified using keywords of green marketing, green product, green communication, ecological consumer and recycling, and describes how articles were categorized dependent on their research topic, naming topics as green communication, green consumer, recycling behaviours, macro-marketing, and concept and strategy. Findings – Shows, from the first analysis, marked decline in the number of green marketing articles since 2000, attributes this decline to increased numbers of social responsibility articles, and reports that survey was the most commonly used data collection technique, that factor analysis was the most widely used technique, that green consumer and green communication were the most popular topics, and that 96 percent of green consumer articles were empirical. Records that of 48 articles published in BSE and CSREM 35 percent were written by UK authors, that 62 percent were empirical, and that 73 percent addressed green communication issues, graphs increase in the number of green-marketing articles published in these two journals, and suggests that articles studying green consumerism should continue, and that researchers should identify success factors in design for environment, analyse the value of environmental labelling and develop the macro-marketing topic. Originality/value – Information for marketing researchers.Article type: Literature reviewISSN: 0964-4733Reference: 38AK924

Keywords: Green marketing, Journals, Literature, Marketing strategy, Recycling, Research