(2025) Sustainable Green Marketing Strategies for a Circular Economy in Africa: An Introduction. In: Muposhi, Asphat and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635, (eds.) Sustainable Green Marketing Strategies for a Circular Economy: African Realities and Imperatives. 1 ed. Palgrave Studies of Marketing in Emerging Economies (PSMEE) . Switzerland, Palgrave MacMillan, pp. 1-8

Full text not available from this repository.

Abstract

Green marketing has emerged as a pathway for fostering sustainable development. However, mixed views are prevalent in developing economies on the role of green marketing as a pathway to deliver transformative and structural changes required to stimulate sustained economic growth. This chapter introduces the evolving discourse on green marketing by highlighting the realities and imperatives necessary to implement sustainable green marketing strategies in developing economies. It calls for a multi-disciplinary approach that integrates the micro and macro perspectives to provide insights into the realities and imperatives that facilitate or inhibit the realisation of the sustainable green marketing agenda in Africa. The contestations associated with the governance and practice of green marketing are introduced. The role of environmental values, norms, beliefs, supply chains and the digital economy in promoting green marketing is acknowledged.

Item Type:	Book Section
Status:	Published
DOI:	d0.1007/978-3-031-81627-7_1
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/11935

University Staff: Request a correction | RaY Editors: Update this record