Environmental marketing: strategies, practice, theory, and research

Abstract

Contents Foreword * Preface * Section I: Introduction * Ecological Imperatives and the Role of Marketing * Section II: Re-Evaluating the Tenets of Marketing * The Eco-Marketing Orientation: An Emerging Business Philosophy * Environmental Marketing: Bridging the Divide Between the Consumption Culture and Environmentalism * Marketing's Linear-Hierarchical Underpinning and a Proposal for a Paradigm Shift in Values to Include the Environment * Section III: Profiling the Environmentally Conscious Consumer * An Examination of the Conserving Consumer: Implications for Public Policy Formation in Promoting Conservation Behavior * Eco-Attitudes and Eco-Behaviors in the New German States: A 1992 Perspective * Ecologically Concerned Consumers and Their Product Purchases * Implications of Understanding Basic Attitude Change Processes and Attitude Structure for Enhancing Pro-Environmental Behaviors * Section IV: Green-Based Product Trends * Green-Based Innovation: Sustainable Development in Product Management * Section V: What About Green Advertising * Cleaning Up Green Marketing Claims: A Practical Checklist * A Classification Schema for Environmental Advertising Claims: Implications for Marketers and Policy Makers * Section VI: Reverse Channel Systems * A Typology of Reverse Channel Systems for Post-Consumer Recyclables * Section VII: The Green Movement and Its Implications for Effective Marketing Strategy * Behaviors of Environmentally Concerned Firms: An Agenda for Effective Strategic Development * In Search of Market Segments for Green Products * Section VIII: Green Strategy and Public Policy * Voluntary Reaction to Green Policies Among Market-Mavens: An Application of the Parallel-Political Marketplace Conceptualization * Section IX: Greening Within the Context of Macro-Marketing * Green Marketing and Selling Brotherhood * Section X: An International Case Study * Environmental Issues in the Freight Transport Industry: A Qualitative Analysis of Key Stakeholders' Perceptions * Section XI: Some Conclusions * The Future of Environmental Marketing: Food for Thought * Index * Reference Notes Included

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