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Journal Green Marketing
Asia-Pacific Journal of Management Research and Innovation http://abr.sagepub.com/

Green Branding and Eco-innovations for Evolving a Sustainable Green Marketing Strategy
A.N. Sarkar Asia-Pacific Journal of Management Research and Innovation 2012 8: 39 DOI: 10.1177/2319510X1200800106 The online version of this article can be found at: /content/8/1/39

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Asia-Pacific Institute of Management

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Article

Green Branding and Eco-innovations for Evolving a Sustainable Green Marketing Strategy
A.N. Sarkar

Asia-Pacific Journal of Management Research and Innovation 8(1) 39–58 © 2012 Asia-Pacific Institute of Management SAGE Publications Los Angeles, London, New Delhi, Singapore, Washington DC DOI: 10.1177/2319510X1200800106 http://apjmri.sagepub.com

Abstract
Green marketing is a new and evolving concept of marketing green and eco-products with well-defined eco-standards—consisting of wide-ranging eco-friendly products, satisfying eco-labelling and eco-footprinting standard norms. The article focuses on the significance of green branding and eco-labelling with stress on eco-innovations with a view to developing a sound and sustainable green marketing strategy. The article examines how green consumerism can be linked to eco-market and to what extent this can be influenced by cross-cultural differences in consumer behaviour. The scope of involving green marketing with corporate ethics and corporate social responsibility (CSR) for inclusive growth of green markets has


Citations: /content/8/1/39.refs.html >> Version of Record - Mar 1, 2012 What is This? Downloaded from pdf.highwire.org by guest on May 22, 2013 Article Downloaded from pdf.highwire.org by guest on May 22, 2013 40 led to the evolution of sustainable eco-technology Downloaded from pdf.highwire.org by guest on May 22, 2013 Green Branding and Eco-innovations technologies and new products which have more sustainable impact on the environment Asia-Pacific Journal of Management Research and Innovation, 8, 1 (2012): 39–58 Downloaded from pdf.highwire.org by guest on May 22, 2013 Asia-Pacific Journal of Management Research and Innovation, 8, 1 (2012): 39–58 Downloaded from pdf.highwire.org by guest on May 22, 2013 Sustainable Green Marketing Strategy For environmental advertising to be successful, a firm must first have an environmental strategy put in place (Easterling et al., 1996) Asia-Pacific Journal of Management Research and Innovation, 8, 1 (2012): 39–58 Downloaded from pdf.highwire.org by guest on May 22, 2013 Market Development Diversification Strategy Strategy Source: Fuller (1999). Source: Simula et al. (2009). Asia-Pacific Journal of Management Research and Innovation, 8, 1 (2012): 39–58 Downloaded from pdf.highwire.org by guest on May 22, 2013
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