Analysis of the Conceptual Frameworks of Green Marketing

Deimena Kiyak and Rasa Grigoliene ()
Additional contact information
Deimena Kiyak: Faculty of Social Sciences and Humanities, Klaipeda University, 92294 Klaipeda, Lithuania
Rasa Grigoliene: Faculty of Marine Technologies and Natural Sciences, Klaipeda University, 92294 Klaipeda, Lithuania

Sustainability, 2023, vol. 15, issue 21, 1-20

Abstract: The concept of green marketing is not just a passing trend but a crucial aspect in the development of new products, contributing to the foundation of a sustainable environment. By utilizing green marketing, companies endeavor to protect the environment in the best possible way, to have as few harmful effects as possible, and to promote consumer awareness of the environment, thus contributing to sustainable development goals. For the successful application and utilization of green marketing, companies must excel at recognizing the determining elements and means of green marketing. This article aims to classify and summarize the theoretical insights of researchers in the field of green marketing from the perspective of the elements of the marketing mix. The theoretical framework analysis considers each 4P element of green marketing individually, emphasizing the elements and means of 4P functions and examining the impact these elements and means have on consumer attitudes and behavior. Each element is significant in the overall process of initiating green marketing, but every company, considering the theoretical insights presented in this article, can create a unique combination of green marketing and creatively use the 4P marketing mix, during which the basic principles of green marketing would be observed. A structured academic research study in this field would decisively contribute to the practical application of green marketing in businesses.

Keywords: green marketing; sustainable environment; 4P elements of green marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/21/15630/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/21/15630/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:21:p:15630-:d:1274332

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().