Journal Green Marketing

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Asia-Pacific Journal of Management Research and Innovation http://abr.sagepub.com/

Green Branding and Eco-innovations for Evolving a Sustainable Green Marketing Strategy A.N. Sarkar Asia-Pacific Journal of Management Research and Innovation 2012 8: 39 DOI: 10.1177/2319510X1200800106 The online version of this article can be found at: /content/8/1/39

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Article

Green Branding and Eco-innovations for Evolving a Sustainable Green Marketing Strategy A.N. Sarkar

Asia-Pacific Journal of Management Research and Innovation 8(1) 39–58 © 2012 Asia-Pacific Institute of Management SAGE Publications Los Angeles, London, New Delhi, Singapore, Washington DC DOI: 10.1177/2319510X1200800106 http://apjmri.sagepub.com

Abstract
Green marketing is a new and evolving concept of marketing green and eco-products with well-defined eco-standards—consisting of wide-ranging eco-friendly products, satisfying eco-labelling and eco-footprinting standard norms. The article focuses on the significance of green branding and eco-labelling with stress on eco-innovations with a view to developing a sound and sustainable green marketing strategy. The article examines how green consumerism can be linked to eco-market and to what extent this can be influenced by cross-cultural differences in consumer behaviour. The scope of involving green marketing with corporate ethics and corporate social responsibility (CSR) for inclusive growth of green markets has been explored. The article also examines how the green branding can leverage the eco-market through the mechanism of eco-labelling and eco-footprinting, complimented by green supply chain management practices. Finally, the article studies, at some length, the desirability of considering the aspects of sustainability factor and ecoinnovations which can help promote green consumerism.

Keywords
Green marketing, eco-market, green branding, eco-labelling, carbon footprinting, eco-innovations, green supply chain management, green consumerism

Introduction Green Marketing: The Concept and Significance
As a matter of common knowledge and understanding, ‘green marketing’ broadly refers to the promotion or advertising of products with eco-concerns. Generally, terms like bacteria-free, recyclable, refillable, ozone friendly, zero carbon, renewable and eco-friendly, etc., are some of the common expressions consumers most often associate with ‘green marketing’. In general, green marketing is a much broader concept; one that can be applied to consumer goods, industrial goods and even services. Thus, green marketing encompasses a broad range of activities, including product modification, changes to the production process, packaging changes, remodelling and stylising as well as modifying advertising. The terminology used in this area has varied, and it inter alia includes green marketing, environmental marketing and ecological marketing. As for the genesis of green marketing as a concept, it is well worth looking at its evolutionary development over a time horizon. Environmental problems have got into

a sharper focus since 1962, when Rachel Carson’s (1962) book, Silent Spring, was published, and it drew people’s attention to the anthropocentric root and frightening extent of environmental problems arising out of industrial and economic activities (Kilbourne & Beckmann, 1998). From the 1970s, ecological green marketing had been flourishing largely in the developed...
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