Yalley, Andrews ORCID: https://orcid.org/0000-0003-0822-3316 and Twum, K.K (2021) Green integrated marketing communications. In: Mukonza, C., Hinson, R.E., Ogechi, A, Adisa, I., Mogaji, E. and Kirgiz, A.C., (eds.) Green Marketing in Emerging Markets Strategic and Operational Perspectives. Palgrave Studies of Marketing in Emerging Economies . Springer International Publishing, pp. 117-144

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Abstract

Green marketing communication has been acknowledged as influencing consumer behaviour and organisational image and branding. Despite this, green marketing communication in emerging economies has been under-utilised due to the inability of firms to fully integrate their marketing communications towards the green orientation. The chapter, therefore, advocates for the use of effective green integrated marketing communication and to achieve this, a semi-systematic literature review approach was adopted to develop a holistic framework for green integrated marketing communications. The findings suggested the use of a green integrated marketing communications framework that is audience-focused; focused on interactive and creative content; communication channel-focused; and results-driven. The implication for firms in emerging economies is that in adopting a green integrated marketing communication orientation, firms must integrate their different communication channels and design creative messages that focus on their target audience and enhance the attainment of firm objectives. These findings also provide avenues for further scholarly discussions on the implications of the proposed framework on green consumer behaviour and firm image.

Item Type:	Book Section
Status:	Published
DOI:	https://doi.org/10.1007/978-3-030-74065-8_6
Subjects:	H Social Sciences > HF Commerce
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/9633

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