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Green marketing: legend, myth, farce or prophesy?

Peattie, Kenneth John ORCID: and Crane, Andrew 2005. Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal 8 (4) , pp. 357-370. 10.1108/13522750510619733

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Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. Design/methodology/approach – The paper examines elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 “Has marketing failed, or was it never really tried” of seeking to identify “false marketings” that have hampered progress. Findings – That much of what has been commonly referred to as “green marketing” has been underpinned by neither a marketing, nor an environmental, philosophy. Five types of misconceived green marketing are identified and analysed: green spinning, green selling, green harvesting, enviropreneur marketing and compliance marketing. Practical implications – Provides an alternative viewpoint on a much researched, but still poorly understood area of marketing, and explains why the anticipated “green revolution” in marketing prefaced by market research findings, has not more radically changed products and markets in practice. Originality/value – Helps readers to understand why progress towards a more sustainable economy has proved so difficult, and outlines some of the more radical changes in thought and practice that marketing will need to adopt before it can make a substantive contribution towards greater sustainability.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Sustainable Places Research Institute (PLACES)
Subjects: G Geography. Anthropology. Recreation > GE Environmental Sciences
H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Green marketing; Sustainable development; Consumer behaviour
Publisher: Emerald
ISSN: 1352-2752
Last Modified: 21 Oct 2022 10:20

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