Green Marketing on the Verge of Becoming the Next Major Trend: A Review

Authors

  • Gu Yanyan Lincoln University, Wisma Lincoln, No. 12-18, Jalan SS 6/12, 47301 Petaling Jaya, Selangor D. E., Malaysia
  • Amiya Bhaumik Lincoln University, Wisma Lincoln, No. 12-18, Jalan SS 6/12, 47301 Petaling Jaya, Selangor D. E., Malaysia
  • He ChangDa Lincoln University, Wisma Lincoln, No. 12-18, Jalan SS 6/12, 47301 Petaling Jaya, Selangor D. E., Malaysia

DOI:

https://doi.org/10.31674/ijmhs.2023.v07i01.001

Abstract

The primary purpose of this article is to develop an understanding of the notion of "green marketing" for
businesses and the long-term influence that this strategy has on the profitability of businesses. It has
been observed that companies with an optimistic outlook toward green products and marketing benefit
from increased sales and a positive brand image. In addition to enhancing the favourable image of the
company, "green marketing" brings together the organization's individual and collective concerns about
the environment. Businesses that are interested in keeping up with the development of green marketing
and satisfying the social expectations of their customers need to learn more about green marketing and
the potential it presents in the twenty-first century. Because people currently have a favourable attitude
toward green products, many businesses believe that if they make environmentally friendly products
available to their customers, it will give them an advantage over their rivals and make them more
competitive in the marketplace.

Keywords:

Green Marketing, Green Philosophy, Profitability

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Published

2023-01-04

How to Cite

Yanyan, G., Bhaumik, A. ., & ChangDa, H. . (2023). Green Marketing on the Verge of Becoming the Next Major Trend: A Review. International Journal of Management and Human Science (IJMHS), 7(1). https://doi.org/10.31674/ijmhs.2023.v07i01.001