Special Issue "Green Marketing"
Deadline for manuscript submissions: 1 January 2021.
Interests: marketing; sustainable marketing; green marketing; green retailing; generational marketing; international retail marketing
In the 21st century, global organizations are more and more green and environmentally concerned and oriented, as modern consumers belonging mostly to generation Y (Millennials) and Z tend to prefer organizations that are able to implement green business models and strategies and/or foster a green governance. In order to gain consumers’ attention and trust, companies rely on environmentally friendly products, brands and services and try to enhance consumers’ green loyalty by means of green marketing. From this perspective green marketing can be regarded as a an “umbrella” concept, which contains/embraces all principles, measures, actions, activities and strategies of public and private organizations dedicated to foster the “health” of the environment and to establish specific green behaviour, attitude, lifestyle, and buying motivation of mankind. Concepts such as environmental marketing, environmental protection, non-polluting technology, sustainability, sustainable agriculture, green consumerism, green retailing, socially responsible consumption, green products/brands/services, green technologies, green strategies, recycling, clean energy, and organic food, might therefore be captured by the concept of green marketing and are mostly used to describe green and sustainable strategies.
The objective of this Special Issue is to capture the latest advances regarding the use of green marketing by modern organizations. Topics of interest for publication in this Special Issue include, but are not limited to, the following:
- Eco-innovation and competitiveness;
- Ethical values and the green choice;
- Green awareness and R&D orientation of global players;
- Green branding in international organizations;
- Green consumerism of socially responsible consumer generations;
- Green entrepreneurship and sustainable markets;
- Green information that leads to green strategies in organizations;
- Green innovation and positioning;
- Green marketing as a key factor for sustainable organizations;
- Green marketing strategies of international organizations;
- Green retailing;
- Is green marketing ideologically or organizationally driven in different countries?
- Shift of mentality towards green marketing: a challenge for consumer generations;
- Green marketing in academia: consequences for teaching and research;
- The dark side of green marketing: case studies, practices and consequences of greenwashing.
If this topic is of interest, you may send your manuscript now or up until the deadline. Submitted papers should not be under consideration for publication elsewhere.
Dr. Dan-Cristian Dabija
Manuscript Submission Information
Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.
Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Information is an international peer-reviewed open access monthly journal published by MDPI.
Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1000 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.
- Green marketing
- Environmental marketing
- Sustainable marketing
- Green business performance
- Green production/manufacturing
- Green consumerism/consumption
- Green strategy
- Green brands/products/services
- Green image
- Green movement
- Green consumer generations
Dabija, D.C., Bejan, B., Grant, D. 2018. The impact of consumer green behaviour on green loyalty among retail formats: A Romanian case study. Moravian Geographical Reports, 26(3), pp.173-185, e-ISSN: 1210-8812. http://dx.doi.org/10.2478/mgr-2018-0014
Dabija, D.C., Pop, C.M. 2013. Green marketing – Factor of Competitiveness in Retailing. Environmental Engineering and Management Journal, 12(2), pp.393-400; ISSN 1582-9596, e-ISSN 1843-3707. http://dx.doi.org/10.30638/eemj.2013.049
Dangelico, R.M., Vocalelli, D. 2017. “Green Marketing”: an analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, pp.1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Fraj, E., Martinez, E., Matute, J. 2011. Green marketing strategy and the Firm’s performance: The moderating role of environmental culture. Journal of Strategic Marketing, 19, pp.339-355. https://doi.org/10.1080/0965254X.2011.581382
Peattie, K. 2001. Towards sustainability: The third age of green marketing. Marketing Review, 2(2), pp.129-146. https://doi.org/10.1362/1469347012569869
Taken Smith, K., Brower, T. 2012. Longitudinal study of green marketing strategies that influence millennials. Journal of Strategic Marketing, 20(6), pp.535-551. https://doi.org/10.1080/0965254X.2012.711345