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Research: How to Effectively Market Green Products

• Tensie Whelan
• Randi Kronthal-Sacco

A study involving nine leading brands reveals the messaging that resonates and boosts market share.

A study, involving Edelman and nine major brands, finds that despite corporate hesitations, sustainable products are growing twice as fast as conventional ones, appealing across all demographics. Brands should ensure that product quality is not compromised while promoting sustainability. Combining sustainability claims with core brand attributes can broaden consumer appeal. Effective sustainability messages prioritize the personal and community benefits, while technical or scientific claims are less compelling unless tied to consumer benefits. Sustainably-marketed goods are consistently growing across demographics, indicating that compelling sustainability claims can boost customer engagement and business growth.

In these polarized times, corporate leaders are growing skittish about promoting sustainability in their products. Yet our research on actual consumer purchases demonstrates that sustainable products are growing two times faster than conventional, at a 28% premium in average, across most demographics.

• TW Tensie Whelan is a clinical professor of business and society and the director of the NYU Stern Center for Sustainable Business, and she sits on the advisory boards of Arabesque and Inherent Group.
• RK Randi Kronthal-Sacco is a Senior Scholar, Marketing and Corporate Outreach for the NYU Stern Center for Sustainable Business. Previously, she was a senior executive at Johnson & Johnson.

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The state of research in green marketing: a bibliometric review from 2005 to 2022.

1. Introduction

2. literature review, 3. research methodology, 3.1. method, 3.2. data selection, 3.3. search query, 3.4. inclusion and exclusion criteria.

• Identifying, eliminating, and correcting duplicate records [ 35 ].
• Analyzing the articles according to inclusion and exclusion criteria.
• Reading and checking the content based on title, abstract, and keyword criteria.

3.5. Bibliometric Analysis

4. results: systematic analysis of the research field, 4.1. prominent topics, 4.2. prominent articles, 4.3. prominent authors, 4.4. top 15 influential countries in green marketing research (2011–2022), 4.5. top 15 high-research-producing institutions, 4.6. documents by subject areas, 5. discussion, 6. implications and future research, 7. conclusions, author contributions, institutional review board statement, informed consent statement, data availability statement, acknowledgments, conflicts of interest.

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Bhardwaj, S.; Nair, K.; Tariq, M.U.; Ahmad, A.; Chitnis, A. The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022. Sustainability 2023 , 15 , 2988. https://doi.org/10.3390/su15042988

Bhardwaj S, Nair K, Tariq MU, Ahmad A, Chitnis A. The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022. Sustainability . 2023; 15(4):2988. https://doi.org/10.3390/su15042988

Bhardwaj, Seema, Kiran Nair, Muhammad Usman Tariq, Asad Ahmad, and Asmita Chitnis. 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022" Sustainability 15, no. 4: 2988. https://doi.org/10.3390/su15042988

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Green Marketing Strategies: Research Agenda for Sustainable Consumer Behavior and Corporate Responsibility

• First Online: 21 June 2024

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• Wasfi Alrawabdeh 19  

Part of the book series: Contributions to Environmental Sciences & Innovative Business Technology ((CESIBT))

This paper examines green marketing strategies in the context of sustainable consumer behavior and corporate responsibility. It focuses on three themes: Consumer Perception and Behavior, Corporate Responsibility and Ethical Practices, and Emerging Trends and Innovations in Green Marketing. The paper offers insights into the impact of eco-friendly consumer behavior, tangible actions for businesses to foster sustainability, and emerging trends such as technological integration and circular economy models. The paper provides a roadmap for businesses navigating the complex landscape of sustainability and emphasizes a shift toward ecological responsibility as an ethical imperative.

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Alrawabdeh, W. (2024). Green Marketing Strategies: Research Agenda for Sustainable Consumer Behavior and Corporate Responsibility. In: Alshurafat, H., Hamdan, A., Sands, J. (eds) Sustainable Horizons for Business, Education, and Technology. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Singapore. https://doi.org/10.1007/978-981-97-2981-4_6

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