Unlocking Sustainable Value: Challenges and Innovations in Green Marketing
A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".
Deadline for manuscript submissions: 31 August 2026
Special Issue Editors
Interests: International Marketing, Multi-cultural Marketing, Marketing Management, Consumer Science
Interests: tourism innovation; sustainable tourism; sustainable marketing
Special Issues, Collections and Topics in MDPI journals
Special Issue Information
Dear Colleagues,
Green marketing has emerged as a crucial way to align business goals with societal and ecological responsibilities in an era where environmental sustainability is no longer optional but essential. Despite the growing awareness and investment in green marketing, it is still subject to criticism. This can be due to greenwashing, consumer distrust, policy ambiguity, and shallow corporate commitments. Further, with over 60% of global consumers willing to pay more for sustainable brands, green marketing has transitioned from a niche strategy to a business imperative.
This Special Issue is designed to critically investigate the real-life challenges and transformative possibilities that green marketing presents in driving sustainable development. We seek contributions from different disciplines that address the strategic, ethical, and behavioral aspects of green marketing concerning the sustainability landscape. Consequently, the issue will be of diverse research interest, including marketing, behavioral science, environmental policy, and digital innovation, which can intersect.
By aligning with the broader discourse on sustainability, this issue will offer valuable contributions to scholars and practitioners. It will support those seeking to understand consumer behavior, policy implications, corporate sustainability, digital innovations, or branding strategies. We are open to insights that go beyond traditional narratives and help to build green marketing ecosystems that are resilient, transparent, and impactful. This issue will provide actionable insights for researchers exploring behavioral shifts, policymakers designing green regulations, and businesses seeking authentic sustainability strategies.
Dr. Theodore Tarnanidis
Dr. Bruno Barbosa Sousa
Guest Editors
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 submissions that pass pre-check are 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. Sustainability is an international peer-reviewed open access semimonthly 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 2400 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.
Keywords
- • Greenwashing • Green branding • Green marketing • digital platforms • artificial intelligence • Eco-literacy • consumer trust • behavioral shifts • Policy innovations • regulatory frameworks • Circular economy • Sustainable value chains • green product innovation • Sustainability messaging • cross-cultural perspectives • Transparency • ethical dilemmas • environmental claims
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