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- W3202474611 abstract "Despite the numerous benefits of green marketing to firms, consumers, and society, the implementation of green marketing in emerging markets characterised by high food consumption, greenhouse gas emission, huge markets, market volatility, and environmental pollution increases the desire for more. This is further compounded by a shocking absence of critical engagement on the role of green leadership in the implementation of green marketing in the context of emerging markets. In this chapter, we examined the concept of green marketing, green behaviour, and how to develop green leadership practice leaning on institutional theory and stakeholders’ theory. We highlight some challenges of green marketing implementation in emerging markets bordering on organisational leadership and the failure of corporate governance. Our recommendations suggest the need for green transformational leadership and striking a balance between the twin objectives of profitability and sustainability as well as the need for concerted efforts by stakeholders in the implementation of green marketing in emerging markets." @default.
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- W3202474611 date "2021-01-01" @default.
- W3202474611 modified "2023-09-24" @default.
- W3202474611 title "Driving Green Marketing in Emerging Markets Through Green Leadership" @default.
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- W3202474611 doi "https://doi.org/10.1007/978-3-030-73007-9_5" @default.
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