Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 and Muposhi, Asphat (2025) Sustainable Green Marketing Strategies for a Circular Economy in Africa: A Conclusion. In: Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, Chigora, Farai ORCID: https://orcid.org/0000-0001-7226-0635, Hassan, Azizul and Bashar, Abu, (eds.) Sustainable Green Marketing Strategies for a Circular Economy: African Realities and Imperatives. General (1). Switzerland, Palgrave MacMillan, pp. 265-271

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Abstract

The status of green marketing implementation and achievements in Africa point to a bleak future. There is general consensus in extant literature that the African continent is lagging behind in attaining environmental sustainability targets (Asongu & Odhiambo, 2021; Aluko et al., 2023). Empirical evidence also suggests that the African continent is warming more rapidly as compared to other continents (Avom et al., 2020; Aluko et al., 2023). This, according to Avom et al. (2020), is manifested by the escalation of climate change-induced grand problems such as droughts, floods, poverty, forced migration, health pandemics and social inequalities. Moreover, the growing rate of unemployment characterised by de-industrialisation and rapid informalisation of African economies is at odds with the green marketing promise of green economic growth (Asongu & Odhiambo, 2021). This further raises doubt about the potential of green marketing as a driver of economy growth in Africa.

Item Type:	Book Section
Status:	Published
DOI:	10.1007/978-3-031-81627-7_13
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/11934

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