Экономика,

предпринимательство и право
Том 11  Номер 11  Ноябрь 2021
ISSN 2222-534Х
Journal of Economics, Entrepreneurship and Law

Green marketing as a trend towards achieving

sustainable development
Dahhan A. 1, Arenkov I.A. 1
1
Saint-Petersburg State University, Russia

АННОТАЦИЯ:
Recently, interest in environmental issues has increased, and the field of business and marketing was no
exception. So, many companies have started to pay more attention to green marketing due to the demands
of governments and societies related to sustainability and the desire of these companies to achieve competi-
tive advantages and higher profitability in the long run. Therefore, this article aims to shed light on the most
prominent aspects of green marketing, starting from its concept, through its evolution, and then its strategies
and elements of its mix, and ending with its advantages and difficulties related to its implementation. Thus,
this article attempts to provide a fairly clear and comprehensive idea of green marketing, which in turn can
help researchers, marketers and companies alike to better understand this type of marketing.

КЛЮЧЕВЫЕ СЛОВА: green marketing, sustainable development, green product, green price, green place,
green promotion.

Introduction

I n the last years, many issues have emerged in the global community
regarding environmental issues and the concern has increased about it,
such as environmental pollution, forest destruction, and global warming and
the depletion of limited resources. In general, the causes of environmen-
tal damage can be categorized into two factors, namely due to natural and
human-caused events. Damage caused by humans is actually greater than
the damage caused by natural disasters. This is because the damage done can
occur continuously and tends to increase. In fact, the highest principal per-
petrators of environmental destruction are companies. The damage contri-
bution reaches 70 percent [22] (Putri Mauliza et al., 2019). This detrimental
effect of the world’s economic activity on the environment drew the atten-
tion of various business fields; in this regard, marketing was no exception.
With the emergence of the environmentalist movement in the early 1970s,
the marketing field gradually embraced the concept of “Green Marketing”
[3] (Bachanova, Corejova, Rostasova, 2009).
Today, green marketing has moved from a trend to a way of doing
business and the green color is gradually becoming the symbolic color of
eco-consciousness, environmental protection and the sustainability [11, 2]
(Gayathri, Syama, 2020; Ashok Kumar Parsoya, 2021). And it is believed to
bring positive values to the society by its activities, and it is imperious need
2498 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

of economy because of our limited resources. In the general view of the literature, green
marketing has a set of five features which called “5 I” [18, 23] (Nadanyiova Margareta et al.,
2020; Rahahleh Arwa et al., 2020).
Table1
Green marketing features (5 I)
Green marketing features Explanation
Intuitive Must address lack of tendency to change shopping habits
Integrative Green marketing brings benefits to many areas at the same time,
such as economy, environment and society
Innovative Green marketing motivates companies to introduce new and
innovative products
Invitational Through green marketing, consumers are invited to buy
environmentally friendly products
Informative It should work on environmental education and awareness raising
Source: compiled by the authors.

Briefly, green marketing includes all marketing activities designed and implemented to
satisfy human needs in ways that do not have a bad effect on the environment. It is not
simply sales and advertisements, but it also includes a broad range of marketing activities that
may include product design and redesign, green manufacturing and integrated marketing

ABSTRACT:
Recently, interest in environmental issues has increased, and the field of business and marketing was
no exception. So, many companies have started to pay more attention to green marketing due to the
demands of governments and societies related to sustainability and the desire of these companies to
achieve competitive advantages and higher profitability in the long run. Therefore, this article aims to
shed light on the most prominent aspects of green marketing, starting from its concept, through its
evolution, and then its strategies and elements of its mix, and ending with its advantages and difficulties
related to its implementation. Thus, this article attempts to provide a fairly clear and comprehensive
idea of green marketing, which in turn can help researchers, marketers and companies alike to better
understand this type of marketing.
keywords: green marketing, sustainable development, green product, green price, green place,
green promotion

JEL Classification: M31, Q01, Q56 Received: 06.11.2021 / Published: 30.11.2021

© Author(s) / Publication: PRIMEC Publishers
For correspondence: Dahhan A. (Abdulkader-dahhan@hotmail.com)

CITATION:
Dahhan A., Arenkov I.A. (2021) Green marketing as a trend towards achieving sustainable development
[Green marketing as a trend towards achieving sustainable development]. Ekonomika, predprinimatel-
stvo i pravo. 11. (11). – 2497-2512. doi: 10.18334/epp.11.11.113768
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2499

communication, etc. [24] (Saleem et al., 2021). By reviewing the concept of green marketing,
its essence and mechanism of action will become clearer.
Green Marketing Definition
Defining green marketing is not a simple task where several meanings intersect and
contradict each other since it incorporates a broad range of activities, including product
modification, changes to the production process, packaging changes, as well as modifying
advertising [10] (Garg Shruti, Sharma Vandana, 2017). So, at present there is no universal
definition of green marketing. There is also some freedom in the use of this term. It can
be replaced by terms like ecological marketing, sustainable marketing, eco marketing,
enviropreneurial marketing and environmental marketing [18, 24] (Nadanyiova Margareta
et al., 2020; Saleem et al., 2021). Green marketing can be defined as a holistic and
responsible strategic management process that identifies, anticipates, satisfies and fulfils
stakeholder’s needs, for a reasonable reward, that does not adversely affect human or natural
environmental well-being [29] (Thoria Omer Mahmoud, 2018). It is a marketing that ties
closely with issues of industrial ecology and environmental sustainability, such as extended
producer liability, life-cycle analysis, material use and resource flows [25] (Sdrolia Evangelia,
Zarotiadis Grigoris, 2018). In fact, several authors also have defined green marketing in
previous studies, but all of these definitions revolve around the definition provided by the
American Marketing Association within its workshop on ecological marketing in1975, the
definition is segmented into three major clusters [19, 10] (Nekmahmud Argon, et al., 2020;
Garg Shruti, Sharma Vandana, 2017):
1. Retailing definition. The marketing of products that are supposed to be environmentally safe.
2. Social marketing definition. The development and marketing of products designed to
minimize negative effects on the physical environment.
3. Environmental definition. The attempts and efforts by organizations to produce,
promote, package, and retrieve products in a manner that is sensitive or receptive to
ecological concerns.
Despite the many concepts of green marketing, we notice that all of them focus on one
meaning, which is to carry out all marketing practices, but on the condition that no harm to
the environment, in addition to preserving various natural resources at the same time.

Об авторах:
Даххан Абдулкадер, аспирант, Санкт-Петербургский государственный университет (Abdulkader-dah-
han@hotmail.com)
Аренков Игорь Анатольевич, доктор экономических наук, профессор, Санкт-Петербургский государст-
венный университет (igorarenkov@gmail.com)

ЦИТИРОВАТЬ СТАТЬЮ:
Dahhan A., Arenkov I.A. Green marketing as a trend towards achieving sustainable development // Экономи-
ка, предпринимательство и право. – 2021. – Том 11. – № 11. – С. 2497-2512. doi: 10.18334/epp.11.11.113768
2500 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

The Evolution of Green Marketing and Its Link to Sustainable Development

Green marketing emerged between 1970s and 1980s. However, the term green marketing
came into force in the late 1980s and early 1990s and began to be popularized [28, 11] (Sonia
Nogueirathe, 2020; Gayathri, Syama, 2020). The following table summarizes the stages of
green marketing evolution:
Table 2
Evolution of green marketing
Stages Decade Important milestones in Green Marketing history
1st stage 1980s Introduction of ecological products; ecological was equivalent to
green products; green consumption was very low
Early 1990s High concern about green issues; still low consumption of
2nd stage green products; companies involve themselves in using less raw
material, wasting less; corporate efforts in recycling, energy
efficiency, corporate responsibility
3rd stage Late 1990s Changes in production processes, technology and resourcing;
sustainability marketing. Total quality management involves
environmental issues
4th stage 2000s – till the Green products and services making a comeback; eco-friend-
present liness/going-green become more and more popular between
companies and consumers; the term of “sustainable green
marketing” is introduced
Source: [10] (Garg Shruti, Sharma Vandana, 2017).

In fact, as is clear from the table, the fourth stage of the development of green marketing,
although it began almost 20 years ago, it is still prevalent until the present time. Where there
has been no significant change in the concept and philosophy of green marketing, but it
can be said that only the means of its application have clearly changed, especially with tech-
nological developments and the increasing environmentally friendly innovations. So, until
now, the fifth stage of green marketing evolution has not appeared or has not been named
according to the previous literature, and only the previous four stages are usually adopted.
Anyway, the fourth stage of green marketing evaluation indicates also a close link
between the term green marketing and sustainable development. These days, concept of
green marketing can be considered as one of the key business strategies of the companies
for gaining the competitive advantage, ensuring sustainable consumption of their products
in the markets and enjoying sustainable development in future. Green marketing concept
emerges from societal marketing. It is a part of Corporate Social Responsibility (CSR) [4, 31,
32] (Choudhary Aparna, Gokarn Samir, 2013; Drobot, Makarov, Pochepaev, 2020; Drobot,
Makarov, Pochepaev, 2021). In general, sustainable marketing is a term that typically repre-
sents green marketing, and sustainability as a concept can be controversial, open to multiple
interpretations, and difficult to translate into meaningful actions due to political, economic
and technological constraints faced by businesses and governments [24] (Saleem et al.,
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2501

2021). The literature indicates that sustainable business models include three dimensions:
“social, environmental and economic” or “people, planet and profit”, commonly referred to
as the “triple bottom line” approach (Figure 1) which was developed by Elkington, 1994 [30]
(Wilson, 2015).
According to this model, companies must consider three variables: economic, environ-
mental and social in their business decisions. In the environmental field (the planet), the use
of natural resources should not harm future generations, thus reducing the environmental
impacts of the work of companies. From an economic (profit) perspective, it is necessary to
maintain the profitability of the company. In the social and political sphere (people), the link
is concentrated in social justice, it is important to know how socially responsible an orga-
nization has been during its operations [28, 7] (Sonia Nogueirathe, 2020; Elkington, 1994).
In other words, our economic or social activities should be framed for optimal utilization
of natural resources and keeping the environment safe. The solution to these existing prob-
lems can be rectified if we go for sustainable development [4] (Choudhary Aparna, Gokarn
Samir, 2013). The Brundtland Report (1987) for the World Commission for Environment
and Development “a sub-organization of the United Nations that aimed to unite countries
in pursuit of sustainable development” defined sustainable development as, “development
that meets the needs of the present without compromising the ability of future generations to
meet their own needs” [30] (Wilson, 2015). Sustainable development is the form of develop-
ment which aims at sustainable consumption and sustainable economic growth and tries to
protect the environment [4] (Choudhary Aparna, Gokarn Samir, 2013).
Therefore, it is the responsibility of companies to drive development towards more sus-
tainability and to become greener, so that the goal of companies is to create markets for more
environmentally friendly products and services and to educate and influence customers to

Figure 1. Triple bottom line

Source: [30] (Wilson, 2015).
2502 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

change [2] (Ashok Kumar Parsoya, 2021). This reflects the essence of green marketing, which
is creating value for consumers and reaping profits in the least harmful way to society and the
environment in addition to its ability to form a strong culture of environmental responsibility
within the business world as well as at the social level. The biggest proof of such an achievement
is the remarkably raising consumer interest and awareness about green products and sustain-
able consumption and production’s importance during the several past years [14] (Kardos,
Gabor, Cristache, 2019). last but not least, marketers should analyze the changing consumer
attitudes while recognizing the role that companies can play in protecting the environment to
ensure society’s well-being. By practicing the philosophy of green marketing, deferent com-
panies can contribute to economic growth, social prosperity and environment protection [4]
(Choudhary Aparna, Gokarn Samir, 2013). In fact, adopting green marketing practices that
lead to sustainability is no longer just an option, but rather has become a fait accompli, as
companies that do not engage in sustainable development will find themselves outside the
market sooner or later, especially with the increase in competition and the increased interest of
consumers, governments and all other stakeholders in environmental issues.
Green Marketing Strategy
A green marketing strategy takes the outlines of a traditional marketing strategy.
Marketing strategy can be defined as the selection process of market segmentation according
to the appropriate marketing mix of the product, price promotion and distribution which
can satisfy the consumer demand in the target market and help the organizations achieve
their set goals and objectives at the same time. In fact, there are several classifications of
green marketing strategies. According to Ginsberg & Bloom (2004), there are four main
green marketing strategies that firms usually choose while turning green, two strategies are
defensive in nature; and two are assertive [12] (Ginsberg, Bloom, 2004).
Indeed, marketers should consider two factors before adopting green marketing
strategies. The first relates to the probable size of the green market in their sector; the second
to those marketers’ ability to differentiate their green products from the ordinary or green
products of competitors. After considering these factors, marketers should answer four
other questions: How substantial is the green consumer segment for the company? Can the
company increase its revenue by implementing a green strategy? Does the company have the
required resources and the commitment of the top managers to be green? Can the company
compete with current rivals on environmental issues? So, when marketers have clear answers
on these questions, they can choose on of previous strategies [1] (Arezoo Davari, David
Strutton, 2014). Anyway, a green marketing strategy has to address some fundamental areas
of importance in order to gain competitive advantage. That’s need the implementation of
important strategical and tactical actions related to constitute what is called “marketing mix”.
Green Marketing Mix
In general, green marketing mix includes four important elements as in traditional
marketing. It usually referred to as 4Ps, that helps companies reach their Green Marketing
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2503

Table 3
Green marketing strategies
Green marketing strategy Strategy characteristics
Lean green strategy Here companies create a competitive cost advantage through the con-
siderable reduction of their energy consumption throughout their over-
all value chain. Nevertheless, such entities often abstain from promot-
ing their Green Marketing efforts mainly for the fear of not being able to
hold the high responsibility that the Green Marketing tag confers
Defensive green This strategy means that company apply green marketing only in order
strategy to survive in times of high competition. Although under this strategy,
firms’ environmental activities are usually candid; however, their green
advertising campaigns are quite transient
Shaded green strategy It happens when firms intend to invest heavily into making their prod-
ucts and processes environmentally friendly but prefer to position them
in the market based on other attributes. Consequently, the “environ-
mental” benefits are promoted secondarily
Extreme green strategy Firms in this strategy tend to apply the Green Marketing principles
throughout their whole product’ life cycle, their marketing mix is green
by nature, targeting mainly green customers within the market
Source: compiled by the authors.

and sustainability goals which are: Green Product, Green Price, Green Place (Distribution)
and Green Promotion. Each company has its own marketing mix, but according to green
marketing principle every component in the marketing mix will have a green perspective
from establishing to introducing a product to the market [23, 9] (Rahahleh Arwa et al.,
2020; Fuiyeng Wong et al., 2015). Indeed, marketing mix can be extended. For example,
some authors added 3 elements: packaging, positioning, and people [23] (Rahahleh Arwa
et al., 2020). Whereas in case of service sector, three different components such as people,
physical evidence and process are combined to make up 7P’s [9] (Fuiyeng Wong et al., 2015).
Regarding the consumer’s point of view, we should add the 4 S’s to the traditional 4 P’s: (1)
satisfaction, (2) safety (product safety and production for consumers), (3) social acceptance
of products, production and activities of the company and (4) sustainability of products
[28] (Sonia Nogueirathe, 2020). However, in this article, the green marketing mix (4p’s) will
be highlighted as follows.
Green Product
Environmental development goals call for reduced energy use, heat and pollutant
emissions to maximize the sustainability of finite resources. Therefore, green products
emerged in response to these goals because they help preserve and conserve the natural
environment, conserve energy and resources, reduce or avoid the use of toxic substances
in production, and reduce emissions and waste [15] (Karunarathna et al., 2020). In general,
green products refer to products that are used naturally, are made from non-toxic or recycled
materials, or have less packaging/environmentally friendly packaging. Green products are
2504 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

regularly considered to be healthier and safer than other regular products [19] (Nekmahmud
Argon, et al., 2020). The green product is the center of the green marketing mix and the most
important part of the entire green marketing strategy. In business, the term green product
is generally used to describe those efforts to protect or enhance the natural environment
by conserving energy and/or resources and by reducing or eliminating the use of harmful
agents, pollution and waste [2] (Ashok Kumar Parsoya, 2021). It is worth noting that there
are a lot of proposed definitions of green products. Both studies [5, 25] (Durif Fabien, Boivin
Caroline, Julien Charles, 2010; Sdrolia Evangelia, Zarotiadis Grigoris, 2018) provided an
extensive review of the concept and definition of green products. At the same time, other
similar terms used in the literature for green products include environmental products,
ecological products, eco-product, and sustainable products.
Indeed, there are six ways to make products more environmentally friendly:
(1) Repair: extend the life of a product by repairing its parts.
(2) Re-new: extend the life of the product for a longer time.
(3) Remake: The new product is based on the old products.
(4) Reuse: designing a product to be used multiple times.
(5) Recycling: products can be processed into raw materials that can be used in the
same products or in other products.
(6) Reduce: the product uses fewer raw materials and/or produces less disposable waste,
providing similar advantages to the previous version or competing products [28] (Sonia
Nogueirathe, 2020).
Every traditional product can have a green counterpart to some extent, here are some
examples of green products: organic foods, green clothes, energy-saving lights, natural
goods, green hotels, green trips, electronic cars, environmentally friendly electronic home
appliances, etc.
Green Price
Green price is a key component of the green marketing mix. In general, price is an
important element, because it can create a good combination of profits and returns,
while other marketing elements may create costs [23] (Rahahleh Arwa et al., 2020). In the
past, many environmental and social costs were considered externalities, and were not
included in the final product price. Due to legislative pressure and stakeholder pressure,
this situation is gradually starting to change and many environmental and social costs
are no longer considered externalities and are now being charged to the price [28] (Sonia
Nogueirathe, 2020). Therefore, products that focus on the environment may charge a higher
price compared to regular products due to the cost related to the environmental policies
implemented by companies and efforts to provide these green products [15] (Karunarathna
et al., 2020). In fact, some customers are actually willing to pay more only if they believe
the product adds value [15] (Karunarathna et al., 2020). This value may be improved in
performance, function, design, appearance, or taste. Environmental benefits are usually
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2505

an added advantage but are often the deciding factor between products of equal value and
quality [29] (Thoria Omer Mahmoud, 2018). Last but not least, companies and producers
can rethink their pricing strategy in order to demonstrate that sustainable products do not
necessarily need to be more expensive than traditional products. A company that can add
environmental aspects to its products at a low price will gain a competitive advantage over
its competitors [28] (Sonia Nogueirathe, 2020). This is in line with the authors’ point of
view, as one of the most important factors in attracting a larger segment of consumers to try
green products is the appropriate price of these products. Thus, the more the price of green
products is close to or less than the price of traditional products, the greater the chances of
buying them from a larger segment of consumers.
Green Place
Place can represent the location where a product can be purchased and it can be physical
or virtual stores. The product should ideally be distributed away from not ecological ducts, to
be arranged in a proper and environmentally-safe place where there is lesser or no pollution
[29] (Thoria Omer Mahmoud, 2018). In fact, there are two alternatives for companies
to reduce their negative impact on the environment. One of them is to attribute greater
importance to local production, instead of selling imported products. This would avoid costs
associated with transporting the products and consequently a reduction in the emission of
greenhouse gases. The other solution would be to identify more environmentally friendly
ways of supplying products to the market to meet consumer demands. Companies can look
for stores that sell only ecological products or respect the principles of sustainability [28]
(Sonia Nogueirathe, 2020). Marketers pursuing sustainability may want to rate the different
potential distribution channels for their commitment to sustainable practices. For examples,
companies can make greater use of online selling of their products to reduce the amount
of consumer driving to outlets [17] (Kotler, 2011). In fact, with the shift towards an online
environment on the one hand and the increase in environmental awareness on the other
hand, there is a greater possibility to apply the principles of green distribution more. But of
course, companies must have the basic infrastructure necessary for this.
Green Promotion
Green promotion is primarily used as a tool to spread knowledge, create awareness of
the green properties of products and advance the safety of environmental claims through
the use of recycled, reused and recycled materials [13]. The goal of green promotion is to
make an effect on the buying behavior of consumers by encouraging them to buy products
that do not harm the environment and directing their attention to the positive consequences
of their purchasing behavior, on themselves and on the environment [29] (Thoria Omer
Mahmoud, 2018). Due to the lack of information, most customers are not fully aware of the
importance of the green product, and therefore the green promotional strategy must realize
this fact. To redirect this void due to lack of information, the company may exercise several
2506 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

green promotional tools [9] (Fuiyeng Wong et al., 2015). Such as advertisements, marketing
facilities, posters, forums, sales promotion, public relations, social media marketing, on-
site promotions, videos and presentations, etc. [15] (Karunarathna et al., 2020). Unlike
traditional marketing, green marketing promoters have a big problem of conveying a clear
message with the environmental terms used in promoting the products because they use
terms like biodegradable, recyclable and eco-friendly. Therefore, marketers of green products
and services have been criticized over the use of their difficult terminology [27] (Solaiman,
Osman, Halim, 2015).
In general, there are four guidelines that can be used to promote green products and
services accordingly:
(1) Products’ information must be accurate to avoid misleading consumers.
(2) Environmental claims made by companies must be clear as to whether they are
applicable to packaging, product, and both.
(3) Unnecessary information about the environmental benefits of products should be
avoided, as consumers may become confused.
(4) If companies are comparing the environmental attributes of one product to another,
they should be clear [28] (Sonia Nogueirathe, 2020).
In general, marketers must adhere to the previous guidelines when promoting green
products. The more credible claims in promoting green products, the more likely they are to
be purchased by consumers
Advantages of Green Marketing
Green marketing is a concept which has been widely adopted by firms worldwide because
of various reasons such as [26, 16] (Singal, et al., 2013; Kayalvizhi, Raghuram, 2020):
Competitive pressure. To thrive in the market, companies need to compete with
competitors by promoting their environmental products. In fact, this competitive pressure
has encouraged companies to change their harmful environmental behavior.
Opportunities. With increasing consumer interest in green products, many companies
see this change as an opportunity to exploit and compete with environmentally irresponsible
companies. In fact, they use green marketing as an opportunity to achieve their goals.
Social Responsibility. Companies are members of a larger community and believe that
they should be socially responsible like everyone else. In fact, they should not only try to
achieve their profit goals but also try to achieve environmental goals as well. So environmental
issues are integrated into the corporate culture.
Government pressure. Governments around the world want to “protect” the consumer
and society. This protection has a significant impact on companies’ implementation of green
marketing. Indeed, governments are forcing companies to be more responsible.
Therefore, companies around the world may adopt environmentally friendly practices in
an effort to improve their image and performance. These practices are mainly represented
by green marketing, which offers a lot of benefits to companies. In general, green marketing
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2507

offers a lot of benefits, and here are the most prominent ones: Green marketing can build
brand value; brings benefits from subsidies and potential incentives; it encourages green
innovations; it attracts new customers; Fulfilling corporate social responsibility; compliance
with environmental legislation and regulations; it enhances customer awareness on
environmental protection [11] (Gayathri, Syama, 2020); it improves the public image
and builds reputation of companies among their target customers; it protects from legal
penalties; it achieves long-term growth along with profitability; it increases corporate
revenues by improving the efficiency of their resources; it enhances competitive advantage
over non-green companies; it opens new markets for products [23, 6] (Rahahleh Arwa et
al., 2020; Durmaz, Yasar, 2016). The above advantages illustrate the importance of green
marketing and justify the desire of different companies to implement it. Unfortunately, its
implementation is not without some challenges and difficulties. This will be discussed in the
next paragraph.
Green Marketing Challenges
Despite the many benefits of green marketing, there are many challenges associated with
green marketing implementation. The following are the most prominent of these challenges
[23, 11] (Rahahleh Arwa et al., 2020; Gayathri, Syama, 2020): it is a relatively new concept for
the market; consumers do not have enough awareness of green products; price of eco-friendly
or green products are high; competition in the market is high; finding green alternatives is
difficult; green product requires renewable and recyclable material which is expensive; green
product technology up gradation needs huge investment in R&D.
In addition to the above challenges, companies may misuse the essence of green
marketing through adopting one of the following failed marketing strategies [21, 8] (Peattie,
Crane, 2005; Eneizan, Sharif, Wahab, 2016):
Green spinning. That is manipulation of green image via publicity.
Green selling. Promote products or services with misleading or unproven green claims.
Only describing products as environmentally-friendly to increase their sales effectively.
Green harvesting. Using tactics only to reduce operating or production expenses and
these tactics focus on a short term and do not address the issue of long-run sustainability.
Entrepreneur marketing. Developing innovative green products to market without really
understanding what the consumers actually want.
Compliance marketing. Complying with certain standards to evade government sanctions
by using simple compliance with compulsory environmental legislation as an opportunity
to promote the company’s green credentials without taking voluntary initiative in green
policies.
If companies want to engage in green marketing, they must face the above challenges and
avoid any failed strategy. This is mainly through a commitment to credibility and following the
correct principles of applying green marketing. According to Ottman et al. (2006), there are
three key principles to avoid green marketing myopia [20] (Ottman, Stafford, Hartman, 2006):
2508 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

Consumer value positioning: marketers should design green products better than
alternatives, in terms of efficiency and cost effectiveness, health and safety, performance,
symbolism and status, and convenience.
Customer knowledge development: marketers should educate consumers with marketing
messages and slogans that connect environmental product attributes with desired consumer
value (e.g. “energy-efficient saves money”).
Credibility of product claims: marketers should employ environmental product and
consumer benefit claims that are specific, meaningful, unpretentious and qualified. They
should also have product endorsements or eco-certifications from expert third parties.
Therefore, by following the previous principles and adhering to the ethics of green
marketing in general, benefits will be achieved for companies and society alike, where
profits will be achieved and the economic wheel will spin without harming the environment
and without depleting limited natural resources, which ultimately contributes to achieving
sustainable development goals.
Conclusion
By reviewing the various aspects of green marketing in this article, it becomes clear to us
its great importance not only to companies, but also to the environment and stakeholders
as a whole. Although this type of marketing has not yet been adopted by many companies
till now, the facts say that its future is very promising, especially with the trend towards
sustainability and increased environmental awareness among consumers. And it is also clear
to us the great role that green marketing plays in advancing sustainable development forward.
Therefore, companies must respond to the market requirements related to the environment
and assume their social responsibility, and realize the importance of green marketing more
and engage in it in one way or another if they want to achieve competitive advantages, or at
least, if they want to avoid being out of the market in the near future.

ИСТОЧНИКИ:
1. Arezoo Davari, David Strutton Marketing mix strategies for closing the gap between green
consumers’ pro-environmental beliefs and behaviors // Journal of Strategic Marketing. –
2014. – doi: 10.1080/0965254X.2014.914059.
2. Ashok Kumar Parsoya Awareness of Green Marketing and Its Influence on Buying
Behavior of Consumers // Research review International Journal of Multidisciplinary. –
2021. – № 6(2). – p. 37-39.
3. Bachanova P., Corejova T., Rostasova M. The green issues of postal industry in Europe //
CERS 2009 - 3rd Central European Conference in Regional Science: International
Conference Proceedings - Young Scientists Articles. 2009. – p. 901-905.
4. Choudhary Aparna, Gokarn Samir Green Marketing: A means for sustainable
development // Journal of Arts, Science & Commerce. – 2013. – № 3 (3). – p. 26-32.
5. Durif Fabien, Boivin Caroline, Julien Charles In Search of a Green Product Definition //
Innovative Marketing. – 2010. – № 6. – p. 25-33.
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2509

6. Durmaz Y., Yasar V. Green Marketing and Benefits to Business // Business and
Management Studies. – 2016. – № 2(2). – p. 2374-5916.
7. Elkington J. Towards the sustainable corporation: win-win-win business strategies for
sustainable development // California Management Review. – 1994. – № 36 (2). – p. 90-100.
8. Eneizan B., Sharif Z., Wahab K. Prior Research on Green Marketing and Green
Marketing Strategy: Critical Analysis // Singaporean Journal of Business Economics, and
management Studies (SJBem). – 2016. – № 5(5). – p. 1-13.
9. Fuiyeng Wong et al. Green Marketing: A Study of Consumers’ Buying Behavior in
Relation to Green Products // Global Journal of Management and Business Research. –
2015. – № 15. – p. 17-23.
10. Garg Shruti, Sharma Vandana Green Marketing: An Emerging Approach to Sustainable
Development // International Journal of Applied Agricultural Research. – 2017. – №
12(2). – p. 177-184.
11. Gayathri S., Syama S. Green Marketing: A Better Business Model for the Future // Mukt
Shabd Journal. – 2020. – p. 413-420.
12. Ginsberg J.M., Bloom P.N. Choosing the right Green Marketing strategy. / In MIT Sloan
management review. - Massachusetts Institute of Technology, 2004. – 79–84 p.
13. Jegatheesan Rajadurai et al. Investigating Green Marketing Orientation Practices among
Green Small and Medium Enterprises // Journal of Asian Finance, Economics and
Business. – 2021. – № 8(1). – p. 407–417.
14. Kardos M., Gabor M. R., Cristache N. Green Marketing’s Roles in Sustainability and
Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’
Environmental Responsibility // Sustainability. – 2019. – № 11. – p. 873.
15. Karunarathna A. et al. Impact of Green Marketing Mix on Customers’ Green Purchasing
Intention with Special Reference to Sri Lankan Supermarkets // South Asian Journal of
Marketing. – 2020. – № 1(1). – p. 127-153.
16. Kayalvizhi K., Raghuram J.N.V. Green marketing a trending factor in modern world //
Journal of critical reviews. – 2020. – № 7(19). – p. 4868-4878.
17. Kotler P. Reinventing Marketing to Manage the Environmental Imperative // Journal of
Marketing. – 2011. – № 75(4). – p. 132–135.
18. Nadanyiova Margareta et al. Green Marketing as a Part of the Socially Responsible
Brand’s Communication from the Aspect of Generational Stratification // Sustainability.
– 2020. – № 12. – p. 7118. – doi: 10.3390/su12177118.
19. Nekmahmud Argon, et al. Why Not Green Marketing? Determinates of Consumers’
Intention to Green Purchase Decision in a New Developing Nation // Sustainability. –
2020. – № 12. – p. 7880. – doi: 10.3390/su12197880.
20. Ottman J. A., Stafford E. R., Hartman C. L. Avoiding green marketing myopia: ways
to improve consumer appeal for environmentally preferable products // Environment:
Science and Policy for Sustainable Development. – 2006. – № 48 (5). – p. 22-36.
21. Peattie K., Crane A. Green marketing: legend, myth, farce or prophesy? // International
Journal of Qualitative Market Research. – 2005. – № 8(4). – p. 357-370.
2510 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

22. Putri Mauliza et al. The Influence of Green Product, Green Advertising, and Green
Brand on Decision to Buy Through Consumers’ Trust in Tupperware Products at SMPN
Beureunerun // International Journal of Research and Review. – 2019. – № 6(5). – p.
144-149.
23. Rahahleh Arwa et al. The Impact of Green Marketing on Green Consumer Behaviour
in Jordan // International Journal of Business and Management. – 2020. – № 15(1). – p.
36-48.
24. Saleem F. et al. Bibliometric Analysis of Green Marketing Research from 1977 to 2020 //
Publications. – 2021. – № 9(1). – doi: 10.3390/publications9010001.
25. Sdrolia Evangelia, Zarotiadis Grigoris A comprehensive review for green product term:
from definition to evaluation // Journal of Economic Surveys. – 2018. – № 33. – doi:
10.1111/joes.12268.
26. Singal R., et al. Green Marketing: Challenges and Opportunities // International Journal
of Innovations in Engineering and Technology. – 2013. – № 2(1). – p. 470-474.
27. Solaiman M., Osman A., Halim M. Green Marketing: A Marketing Mix Point of View //
International Journal of Business and Technopreneurship. – 2015. – № 5(1). – p. 87-98.
28. Sonia Nogueirathe The importance of a green marketing strategy in brand communica-
tion - M. Coutinho multi-brand car dealer case in Northern Portugal // Ebor: proceedings
of the Third EBOR Conference 2020. Rome, 2020. – p. 351-373.
29. Thoria Omer Mahmoud Impact of green marketing mix on purchase intention //
International Journal of Advanced and Applied Sciences. – 2018. – № 5(2). – p. 127-135.
30. Wilson J. The triple bottom line Undertaking an economic, social, and environmental re-
tail sustainability strategy // International Journal of Retail & Distribution Management.
– 2015. – № 43(4/5). – p. 432-447.
31. Дробот Е.В., Макаров И.Н., Почепаев И.А. Концептуальные основы устойчиво-
го развития в XXI веке: принцип триединства и подходы к оценке воздействия
бизнеса // Лидерство и менеджмент. – 2020. – № 4. – c. 643-658. – doi: 10.18334/
lim.7.4.110931.
32. Дробот Е.В., Макаров И.Н., Почепаев И.А. Как компании могут использовать че-
ловеческие ресурсы для достижения целей устойчивого развития // Лидерство и
менеджмент. – 2021. – № 1. – c. 85-108. – doi: 10.18334/lim.8.1.110932.

REFERENCES:
Arezoo Davari, David Strutton (2014). Marketing mix strategies for closing the gap be-
tween green consumers’ pro-environmental beliefs and behaviors Journal of Strategic
Marketing. doi: 10.1080/0965254X.2014.914059.
Ashok Kumar Parsoya (2021). Awareness of Green Marketing and Its Influence on Buying
Behavior of Consumers Research review International Journal of Multidisciplinary.
(6(2)). 37-39.
Экономика, предпринимательство и право № 11’2021 (Ноябрь) 2511

Bachanova P., Corejova T., Rostasova M. (2009). The green issues of postal industry in
Europe CERS 2009 - 3rd Central European Conference in Regional Science. 901-905.
Choudhary Aparna, Gokarn Samir (2013). Green Marketing: A means for sustainable
development Journal of Arts, Science & Commerce. (3 (3)). 26-32.
Drobot E.V., Makarov I.N., Pochepaev I.A. (2020). Kontseptualnye osnovy ustoychivogo
razvitiya v XXI veke: printsip triedinstva i podkhody k otsenke vozdeystviya bizne-
sa [Conceptual foundations of sustainable development in the 21st century: the tri-
ple bottom line concept and approaches to business impact assessment]. Leadership
and management. (4). 643-658. (in Russian). doi: 10.18334/lim.7.4.110931.
Drobot E.V., Makarov I.N., Pochepaev I.A. (2021). Kak kompanii mogut ispolzovat
chelovecheskie resursy dlya dostizheniya tseley ustoychivogo razvitiya [How
companies can use human resources to achieve sustainable development
goals]. Leadership and management. (1). 85-108. (in Russian). doi: 10.18334/
lim.8.1.110932.
Durif Fabien, Boivin Caroline, Julien Charles (2010). In Search of a Green Product
Definition Innovative Marketing. (6). 25-33.
Durmaz Y., Yasar V. (2016). Green Marketing and Benefits to Business Business and
Management Studies. (2(2)). 2374-5916.
Elkington J. (1994). Towards the sustainable corporation: win-win-win business strate-
gies for sustainable development California Management Review. (36 (2)). 90-100.
Eneizan B., Sharif Z., Wahab K. (2016). Prior Research on Green Marketing and Green
Marketing Strategy: Critical Analysis Singaporean Journal of Business Economics,
and management Studies (SJBem). (5(5)). 1-13.
Fuiyeng Wong et al. (2015). Green Marketing: A Study of Consumers’ Buying Behavior
in Relation to Green Products Global Journal of Management and Business Research.
(15). 17-23.
Garg Shruti, Sharma Vandana (2017). Green Marketing: An Emerging Approach to
Sustainable Development International Journal of Applied Agricultural Research.
(12(2)). 177-184.
Gayathri S., Syama S. (2020). Green Marketing: A Better Business Model for the
Future Mukt Shabd Journal. 413-420.
Ginsberg J.M., Bloom P.N. (2004). Choosing the right Green Marketing strategy
Jegatheesan Rajadurai et al. (2021). Investigating Green Marketing Orientation Practices
among Green Small and Medium Enterprises Journal of Asian Finance, Economics
and Business. (8(1)). 407–417.
Kardos M., Gabor M. R., Cristache N. (2019). Green Marketing’s Roles in Sustainability
and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young
Consumers’ Environmental Responsibility Sustainability. (11). 873.
Karunarathna A. et al. (2020). Impact of Green Marketing Mix on Customers’ Green
Purchasing Intention with Special Reference to Sri Lankan Supermarkets South Asian
Journal of Marketing. (1(1)). 127-153.
2512 Journal of Economics, Entrepreneurship and Law #11’2021 (November)

Kayalvizhi K., Raghuram J.N.V. (2020). Green marketing a trending factor in modern
world Journal of critical reviews. (7(19)). 4868-4878.
Kotler P. (2011). Reinventing Marketing to Manage the Environmental Imperative Journal
of Marketing. (75(4)). 132–135.
Nadanyiova Margareta et al. (2020). Green Marketing as a Part of the Socially Responsible
Brand’s Communication from the Aspect of Generational Stratification Sustainability.
(12). 7118. doi: 10.3390/su12177118.
Nekmahmud Argon, et al. (2020). Why Not Green Marketing? Determinates
of Consumers’ Intention to Green Purchase Decision in a New Developing
Nation Sustainability. (12). 7880. doi: 10.3390/su12197880.
Ottman J. A., Stafford E. R., Hartman C. L. (2006). Avoiding green marketing myo-
pia: ways to improve consumer appeal for environmentally preferable prod-
ucts Environment: Science and Policy for Sustainable Development. (48 (5)). 22-36.
Peattie K., Crane A. (2005). Green marketing: legend, myth, farce or prophe-
sy? International Journal of Qualitative Market Research. (8(4)). 357-370.
Putri Mauliza et al. (2019). The Influence of Green Product, Green Advertising, and
Green Brand on Decision to Buy Through Consumers’ Trust in Tupperware Products
at SMPN Beureunerun International Journal of Research and Review. (6(5)). 144-
149.
Rahahleh Arwa et al. (2020). The Impact of Green Marketing on Green Consumer
Behaviour in Jordan International Journal of Business and Management. (15(1)).
36-48.
Saleem F. et al. (2021). Bibliometric Analysis of Green Marketing Research from 1977 to
2020 Publications. (9(1)). doi: 10.3390/publications9010001.
Sdrolia Evangelia, Zarotiadis Grigoris (2018). A comprehensive review for green product
term: from definition to evaluation Journal of Economic Surveys. (33). doi: 10.1111/
joes.12268.
Singal R., et al. (2013). Green Marketing: Challenges and Opportunities International
Journal of Innovations in Engineering and Technology. (2(1)). 470-474.
Solaiman M., Osman A., Halim M. (2015). Green Marketing: A Marketing Mix Point of
View International Journal of Business and Technopreneurship. (5(1)). 87-98.
Sonia Nogueirathe (2020). The importance of a green marketing strategy in brand com-
munication - M. Coutinho multi-brand car dealer case in Northern Portugal Ebor.
351-373.
Thoria Omer Mahmoud (2018). Impact of green marketing mix on purchase inten-
tion International Journal of Advanced and Applied Sciences. (5(2)). 127-135.
Wilson J. (2015). The triple bottom line Undertaking an economic, social, and environ-
mental retail sustainability strategy International Journal of Retail & Distribution
Management. (43(4/5)). 432-447.