Prelims

Green Marketing Perspectives

Green Marketing Perspectives is a must-read for business leaders and marketers looking to navigate the evolving landscape of sustainability. This book provides not just theory but actionable insights that are vital for building a sustainable brand in today’s eco-conscious world.

—Dr Inderpal, Head and Professor, Lyallpur Khalsa College Technical Campus

A comprehensive guide that seamlessly blends environmental responsibility with modern marketing strategies. Green Marketing Perspectives highlights real-world examples of how businesses can drive profit while making a positive impact.

—Dr Somesh Dhamija, Professor, GLA University

This book is an essential resource for anyone serious about making sustainability a core part of their marketing strategy. It provides the blueprint for successfully aligning profit with purpose.

—Prof. Emmanuel Awuor, Associate professor, Management University of Africa, NAROBI

An insightful and timely exploration of the intersection between sustainability and marketing. This book is a powerful reminder that the future of business is green.

—Dr Ramandeep Kaur, Professor, Sant Baba Bhag Singh University

Green Marketing Perspectives: Effective Messaging for Sustainable Practices

Edited by

Sonu Dua

IK Gujral Punjab Technical University, India

Sakshi Dua

Lovely Professional University, India

And

Pawanpreet Kaur

IK Gujral Punjab Technical University, India

United Kingdom – North America – Japan – India – Malaysia – China

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL

First edition 2025

Editorial matter and selection © 2025 Sonu Dua, Sakshi Dua and Pawanpreet Kaur.

Individual chapters © 2025 The authors.

Published under exclusive licence by Emerald Publishing Limited.

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83608-773-1 (Print)

ISBN: 978-1-83608-772-4 (Online)

ISBN: 978-1-83608-774-8 (Epub)

To all the authors, reviewers, and to my family – your unwavering support and belief in me has been my greatest source of strength.

Dr Sonu Dua is currently working as an Associate Professor and IQAC Coordinator in the esteemed Institution, Lyallpur Khalsa College of Technical Campus, Jalandhar. He has completed his Doctoral degree in the field of management. To date, he has 18 years of experience (both academics and industry). He owes the credit of 25 national and international publications including SCIE, ESCI, Scopus-indexed and ABDC-indexed journals, 02 books and 03 international chapters (in IGI Global and Francis and Taylor). He has won two awards, one for best researcher and another for bright educator award. He has completed two NPTEL courses, one saylor course, and 21 online MOOCS courses. He has six patents and six copyrights. He is a Guest Editor of four prestigious journals: (A) International Journal of Early Childhood Special Education (Web of Science Journal) and (B) Manager: The British journal of Administrative Management (ABDC Ranking Journal). (C) Korea Review of International Studies (ABDC Ranking Journal), (D) World Journal of Management and Economics (ABDC Ranking Journal). He is also a reviewer of a prestigious international journal (International Journal of E-Business Research), (ESCI; Web of Science and Scopus indexed Journal) Published by IGI-Global.

Dr Sakshi Dua is currently working as an Associate Professor in the esteemed university, Lovely Professional University, Jalandhar, Punjab. She has completed her Doctoral degree in the field of AI-ML (Natural Language Processing). To date, she has 15 years of experience (both academic and in research). She is credited in 15 national and international publications including SCIE, ESCI, Scopus-indexed and ABDC-indexed journals, 2 books and 3 international chapters (in IGI Global and Francis and Taylor). She has eight patents and six copyrights. She has attended various FDPs and workshops for professional development and acquiring new skills and knowledge. She is a Guest Editor of four prestigious journals: (A) International Journal of Early Childhood Special Education (Web of Science Journal) and (B) Manager: The British journal of Administrative Management (ABDC Ranking Journal). (C) Korea Review of International Studies (ABDC Ranking Journal), (D) World Journal of Management and Economics (ABDC Ranking Journal).

Dr Pawanpreet Kaur is currently working as an Associate Professor and HOD in the esteemed institution, Lyallpur Khalsa College of Technical Campus, Jalandhar. She has completed her Doctoral degree in the field of mathematics. To date, she has 1 year of teaching experience. She owes the credit of 14 national and international publications including 02 books and 02 patents. She has won a young scientist award in the field of mathematics. She has six patents and six copyrights. She is a Guest Editor of four prestigious journals: (A) International Journal of Early Childhood Special Education (Web of Science Journal) and (B) Manager: The British journal of Administrative Management (ABDC Ranking Journal). (C) Korea Review of International Studies (ABDC Ranking Journal), (D) World Journal of Management and Economics (ABDC Ranking Journal). She has attended a number of FDP and conferences during the 17 years of her teaching journey.

Dilip Nana Aher is currently working with “ISMS, Sankalp Business School”, Vadgaon(bk), Pune, as an Assistant Professor affiliated to Savitribai Phule Pune University. He has 32 years of experience. He has been into academics for the past 12 years and has served in the industry for 20 years. His qualification includes PhD (Management), MBS (HR), MMS (Mkt), LLB, DLL and LW, DFT, MA, BSc (Chem) from the renowned Savitribai Phule Pune University. His academic interest includes subjects like human resource management, organizational behavior, legal aspects of business, HR operations, employee relations and labor legislation, and strategic human resource management. He has published more than 30 research papers in indexed journals including Scopus, ABDC, Web of Science, and UGC Care listed journals. He has attended various faculty development programs and national and international conferences. He has written books on human resource management, legal aspects of business and Indian business case studies, which is published by Oxford University Press.

Prikshat Kumar Angra is an Assistant Professor in the School of Computer Applications at Lovely Professional University. He has made significant contributions to the field, having published 25 research papers in reputable journals and conferences. His research work showcases a deep understanding of various aspects of computer science, contributing valuable insights to both academia and industry. In addition to his research, Dr Angra has authored three books that serve as important resources for students and professionals alike, covering key topics in computer applications. His innovative mindset is further reflected in the five patents he holds, demonstrating his ability to create practical solutions and advancements in technology.

Prince Arora, an academic person with extensive teaching experience, has made significant contributions to the field of blockchain technology, particularly in its applications within the healthcare sector. Over the years, he has taught various subjects in computer science, mentoring numerous students and guiding them through complex technological advancements. His passion for research is evident in his work, with multiple publications in prestigious scientific journals. Dr Prince's research primarily focuses on addressing critical issues in blockchain technology, such as scalability, security, and privacy. He has developed innovative frameworks that optimize blockchain's efficiency, particularly in managing electronic health records (EHRs). His work explores how blockchain can improve data integrity and scalability, providing secure and decentralized solutions to healthcare challenges. Through his scholarly work and teaching, Dr Prince continues to push the boundaries of blockchain technology while contributing to the academic community. His work is widely recognized for its practical applications and its potential to reshape the healthcare industry's approach to data management and security.

Vasumathi Arumugam served as Associate Dean and is working as a Professor of Higher Academic Grades at VIT Business School at VIT University, Vellore. Her qualifications are MSc, BEd, MBA, MPhil, and PhD. She has 26 years of teaching and research experience. She has published 40 Scopus, Web of Science, and ABDC-indexed articles on operations research, marketing management, and human resource management in various international (Scopus-indexed) and national referred journals (Q1, Q2, Q3, and Q4 categories) in the United States, the United Kingdom, Malaysia, and India. She published 23 case studies in operations research and financial management at the Case Center (ECCH), UK. She received three funded projects and a grant of 32 lakhs from ICSSR, MHRD. She is a consultant for three companies in India and generated revenue of Rs.20 lakhs from the consultancy. Her patent got granted and she produced four PhDs. She has been nominated by UGC as a panel member to evaluate project proposals. She served as a resource person for various workshops and was invited as a keynote speaker for the various international conferences held in India and abroad.

Rajesh Bagga is a meticulous professional possessing rich experience in teaching, research, and administrative pursuits of more than three decades. He is currently working as Director at the Apeejay Institute of Management and Engineering Technical Campus, Jalandhar. He has served as Chairman of Board of Studies (Commerce and Management), Member of Academic Council and University Research Board at IKG Punjab Technical University and Research degree Committee at Himachal Pradesh University. He has also worked as an Executive member of Jalandhar Management Association (affiliated to AIMA, New Delhi). He has completed Doctor of Philosophy in Management, LLB, and MCom. He has to his credit two books on accounting for management and contributed to the field of financial research with over 25 articles on emerging issues in Finance and Accounting published in national and international journals. He has to his credit successful completion of eight doctoral degrees.

Neeraj Bhanot is an Assistant Professor at Mittal School of Business, Lovely Professional University, with a strong background in marketing, sales, and customer relations. He has extensive experience in channel distribution, sales planning, trade marketing execution, and tech support. His academic interests lie in marketing, sales, distribution, digital marketing, and strategic management. His research focus includes consumer sentiment analysis, social media marketing, e-commerce, and business sustainability.

Yogesh Wasudev Bhowte is a graduate in Electrical Engineering from the National Institute of Technology, Jamshedpur. He worked as a Maintenance Engineer in Finolex Cables in Pune. He has completed Master of Business Management from Nagpur University. He has also cleared the national eligibility test for lectureship conducted by University Grants Commission. He also worked as a Professor at the ICFAI School of Business Nagpur. The author has also worked as a Marketing Manager at ILFS Invest Smart Ltd. Currently, he is working as an Associate Professor at Sinhgad Institute of Management and Computer Applications. He has published 20 papers in national and 25 at international conferences with ISSN numbers. He is a life member of the Institution of Engineers of India. He has guided a number of students in pursuing PhD and research. He is a referee at Nagpur and Amravati University. He is a chairperson of a number of papers at Savitribai Phule Pune Univesity.

Ajay Chandel is an Associate Professor of Strategy and Brand Management at Mittal School of Business, Phagwara, Punjab. Ajay has keen interest in areas like strategic management, business simulation, corporate restructuring, mergers and acquisitions, product and brand management, knowledge management and social entrepreneurship. He has 15 years of teaching and research experience. He has published papers in Scopus and UGC-listed journals in areas like social media marketing, e-commerce, consumer behavior, organic/green food/electric cars/smartphone adoption behavior, role of innovation in Indian higher education sector. He has published cases on SMEs and social entrepreneurship in The Case Center, UK. He is also a reviewer of reputed journals like The CASE Journal, Emerald Group Publishing, and European Journal of Marketing. He has authored and developed MOOCs on tourism and hospitality marketing under Epg-Pathshala – a gateway to all postgraduate courses (a UGC-MHRD) project under its National Mission on Education Through ICT (NME-ICT).

Renuka Deshmukh received her Bachelor’s in Business Administration, Master’s in Business Administration in Finance and HR domain, and Doctorate in the field of banking and finance from North Maharashtra University. She was associated and had worked with various leading management institutes during her overall rich teaching experience of 20 years. Currently, she is working as an Associate Professor in Dr Vishwanath Karad MIT World Peace University, School of Business. To her credit, she has published 8 books, around 90 papers/book chapters in various international journals and conferences and in Scopus/WOS/ABDC/Springer/Elsevier, and published 18 patents. She has served as an editor for International ISBN Book Publication, Germany. She has been guiding PhD scholars in Dr Vishwanath Karad MIT World Peace University. She is serving as a panel member for the Board of Studies at a reputed university. Also, she has been serving as External PhD Supervisor on Doctorate Committee at another university. Dr Deshmukh has received an appreciation letter for maximum contribution to research and publications.

Shyamali Dubey is a seasoned academician with a considerable experience of more than 13 years in higher education with a rich academic background and a prolific research portfolio. She holds a PhD in Human Resource Management from the esteemed DDU Gorakhpur University and has completed dual Master's degrees in MBA (HR) and MCom. Dr Dubey is UGC NET qualified in Management, Commerce, Labor Laws, and Industrial Relations. Moreover, she is ELITE certified from NPTEL in several courses. Her research expertise spans organizational behavior, human resource management, and industrial relations, with significant contributions published in prestigious UGC Care, ABDC-listed, and Scopus-indexed journals. Her scholarly work includes contributions to over 10 edited volumes, including those published by Taylor & Francis, Emerald, and Springer. Dr Dubey has also presented her research at leading international and national conferences and has actively engaged in faculty development programs. She currently serves as an Associate Professor at the School of Management, BBD University.

Shashi Shekhar Gautam is working as an Assistant Professor in G.L. Bajaj Group of Institutions, Mathura, India. A seasoned academician with experience of over 18 years in the field of teaching, research and academic related activities. Many papers published in journals of repute in the field of business, economics, and value engineering (Uttar Pradesh).

Sanjay K. is an Associate Professor in the MBA Department at the School of Commerce and Business Studies, Dayananda Sagar University. With over three decades of experience in some of India's most renowned companies, he brings a wealth of practical knowledge to his academic role. Specializing in marketing management, Professor Sanjay's research interests encompass green marketing, consumer behavior, and predictive marketing analytics. His extensive background in industry and academia provides him with a unique perspective on the evolving dynamics of marketing strategies and consumer trends.

Anjali Kasture is a research scholar at the Department of Commerce and Business Studies at Central University of South Bihar. Her area of research is development finance. She has attended various FDPs and presented her research articles at different conferences held at IIM Lucknow (Noida Campus) and IIM Ranchi. She completed her postgraduation in Master in Commerce from University of Allahabad and undergraduation in Bachelor of Commerce (Hons.) from Banaras Hindu University. She has a paper published in an edited book and is working on two more research papers. Her area of interest includes Human Resource Management.

Devender Kumar is a seasoned academic with a PhD in Computer Applications. His expertise lies in the fields of wireless sensor network, artificial intelligence, and machine learning. Prior to his current research endeavors, Dr Kumar completed his Master's in Computer Applications (MCA). His extensive teaching experience, spanning more than 10 years, has equipped him with a deep understanding of the subject matter and a passion for imparting knowledge to students.

Shrejal Kumari is a research scholar in the Department of Humanities, Social Sciences and Management at National Institute of Technology Jamshedpur under the supervision of Dr Shwati Sudha. Her area of research is foreign trade and organizational behavior. She has attended short-term courses, FDPs, and conferences as a research scholar. She has received Best Paper Award by Indian Institute of Foreign Trade, Kolkata, West Bengal, in the year 2023. She has also worked as a Research Assistant in an ICSSR major research project for 8 months. She completed her postgraduation in Master of Business Administration (Foreign Trade) from Banaras Hindu University. She has completed her undergraduation in Bachelor of Commerce (FMM) from Banaras Hindu University. She has a chapter published in an edited book and is working on two to three research papers in the area of foreign trade and organizational behavior. Her interests include public speaking and article writing.

Thomas K.V. is a highly respected academic with over 43 years of teaching experience and a profound expertise in financial management. He holds two postgraduate degrees – one in Commerce and another in Management – with a specialization in Financial Management, along with a PhD. To date, Dr Thomas has successfully guided seven scholars through their PhD studies. He currently serves as a Research Guide at CHRIST (Deemed to be University), Bangalore, and Lincoln University College, Kuala Lumpur, Malaysia. Besides, he is a Professor at the School of Commerce, Finance, and Accountancy at CHRIST (Deemed to be University), Pune campus. His areas of interest include financial management, microfinance, and green accounting. Dr Thomas has an extensive publication record, with numerous research articles featured in reputed academic journals. His unwavering commitment to teaching and research has earned him high regard from both students and colleagues. Over the course of his career, Dr Thomas has consistently inspired and mentored the next generation of scholars and professionals.

Rohit Malik received his Bachelor's degree from University of Delhi in Physical Sciences and received his Master's degree in Computer Science from Maharishi Dayanand University and is currently pursuing his PhD degree in Computer Applications from Lovely Professional University Phagwara, Punjab, India.

Anoop Mohanty is an Associate Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab (India), accredited by ACBSP, USA, and ranked 52 by MHRD NIRF India. With over 15 years of experience, he previously served as an Assistant Manager at South Indian Bank, working across North India. Dr Mohanty has conducted over 50 workshops in Punjab, covering financial education, fraud prevention, and the Banking Ombudsman Scheme. At Mittal School of Business, he coordinates the Alumni Committee and has contributed to key departments such as examinations, placements, admissions, and curriculum development. He holds UGC qualifications in both Commerce and Management and has cleared the JAIIB and CAIIB certifications from IIBF, Mumbai. Proficient in Finacle and SAP FI, he has attended 10+ workshops on research tools like SPSS, SmartPLS, and R-Studio. A dedicated researcher, Dr Mohanty has presented seven papers at national and international conferences and guided students in capstone projects.

Raji Ramakrishnan Nair holds a BCA and MCA and is currently a research scholar at Lovely Professional University. She serves as an Assistant Professor at the School of Business and Management (MBA) at CHRIST (Deemed to be University), Bengaluru, with nearly two decades of teaching experience. Raji believes that teaching is about being a “friend, philosopher, and guide” to her students. An accomplished author of three books and a dedicated philanthropist, her research interests span blockchain, machine learning, healthcare, and supply chain management. She has served as an international resource person in various workshops, including those organized by Arab Open University in Oman. Raji has organized numerous workshops and faculty development programs and brings valuable experience as a former IQAC coordinator.

Aabid Mushtaq Najar is a talented computer professional with a Master's degree in Computer Applications (MCA). His current focus lies in the exciting fields of artificial intelligence and machine learning, where he has been actively working and contributing. With over five years of experience in teaching, Aabid has honed his skills in effectively conveying complex technical concepts to students.

Anurag Pahuja is currently working as a Professor at Mittal School of Business, Lovely Professional University, Phagwara. She is acting as the Chief Editor of International Journal of Business Ethics in Developing Economies. With a rich experience of more than 24 years in academics, she has served as Visiting Professor in Delhi-NCR region. Prior to this, she had been working as an Associate Professor at IMS Ghaziabad and an Assistant Professor at AIMTC, Jalandhar. Her contribution in the field of academics has been recognized, and she was awarded the Certificate of Excellence for Faculty for Exemplary Research in Corporate Governance and Financial Management by The Education Post and CIAC-Goal along with CIHF on August 22, 2016. She is associated with various professional bodies like AIMA as member and MTC Global as chapter head. She has authored two and edited one book and attended various national and international conferences/seminars, presented around 45 research papers (including the ones in Pattaya and Dubai). She has conducted more than 16 FDPs/EDPs/Workshops as resource person and has published more than 45 research papers/articles in international and national journals of repute (ABDC-indexed).

Deepika Pandoi has been associated with GLA University since 2014 and completed a decade in teaching and conducting various workshops on communication, personality development and research tools and techniques. She has qualified UGC – NET and JRF exam and then completed her PhD in Consumer Behavior and Higher Education. She has contributed as a resource person in the academic and professional development of the participants in CA orientation/GMCS program organized by Central India Regional Council of ICAI. She has contributed as a resource person in various higher education institutes, universities, and government bodies. She is good in both quantitative and qualitative analysis. She has used different modern tools and techniques of data analysis, like – SPSS, Smart PLS – 3.0, Amos – SEM, etc. She has good publications in national as well as in international journals. She has also been awarded with “Third Best Paper” at JNU, New Delhi, in an international conference. She got Best Paper Award in the International Conference on Organizational and Management (ICOM) 2017 organized by College of Business, Abu Dhabi University in collaboration with Asia Academy of Management, held in Abu Dhabi, UAE during November 19–20, 2017. She has attended many workshops, conferences, and FDPs.

Srinivas Subbarao Pasumarti, from a freedom fighter family in Andhra Pradesh, is a distinguished academician with over 29+ years of experience in teaching, research, and academic administration. Currently, he is the Professor of Management and the Head of the Department of Management Studies at NALSAR University of Law, Hyderabad. He was selected and trained under the Ministry of Human Resource Development (MHRD), Govt. of India, Leadership for Academicians Program (LEAP) at the University of Cambridge, UK, and IIT Kharagpur. He was invited by the University of Bristol, UK, to deliver a lecture on Campus Wellbeing and Campus Startup Culture. He is IICA, Government of India Certified Level-1 trainer on Corporate Social Responsibility (CSR). Dr Srinivas Subbarao is a Certified International Climate Leader, The Climate Reality Project (TCRP), USA, trained by AL Gore, Noble Laureate and former US Vice-President, Sep’2020. He is an experienced academic professional having worked on national and international ranking, affiliation, and accreditation (trained in AACSB, AMBA, and UI Green Metric, THE Impact Ranking (SDG), etc.) along with institutional building and branding. He is also trained in AICTE-UKIERI National Level Technical Leadership Program.

Subashini R. is a distinguished faculty member at VIT Business School, Vellore, specializing in Human Resource Management. She serves as Director i/c of VITCR and SGRC Member at VIT, Vellore, and holds a PhD in Management, for which she received the Best PhD Thesis Award. With over 15 years of experience across industry, teaching, research, and administration, she has held key positions at KCL, TCS, and VIT. She is recognized for her extensive academic contributions, including 52 Scopus-indexed publications, 26 books and chapters, and 12 consultancy projects. She has presented at international conferences in India, Australia, China, and beyond. As a mentor to six research scholars and a consultant for various organizations, she has delivered over 40 invited talks and organized 130+ events. Her work has earned her numerous accolades, including the Woman Leadership Award and Global Educational Leaders' Award. She is also actively engaged in philanthropic endeavors benefitting society.

Lakshyaraj Singh Rathore is a dedicated computer professional with a Master's degree in Computer Applications (MCA). His current focus lies in the emerging fields of Internet of Things (IoT), networks, and deep learning. With over two years of experience in teaching, Lakshyaraj has developed a strong ability to explain complex technical concepts to students in a clear and engaging manner.

Punam Rattan teaches Computer Applications as an Associate Professor at Lovely Professional University in India. She graduated from IKG Punjab Technical University with a PhD in Computer Applications and two Master's degrees in Business Administration and Computer Applications (MCA and MBA, respectively). Dr Rattan is an experienced academician with 20 years of expertise. Three books and more than 30 research papers published in prestigious journals and conferences such as IEEE Xplore, SCOPUS, and SCI-indexed publications demonstrate her productive writing career. Dr Rattan has made substantial contributions to the disciplines of data mining and machine learning through his research. In addition, she actively mentors six students in the fields of blockchain, machine learning, and data mining; one of her students has already turned in her thesis. In addition, Dr Rattan has organized other seminars, workshops, conclaves, and conferences to showcase her organizational abilities. Thanks to her knowledge, academic achievements, and commitment to teaching, Dr Punam Rattan remains a prominent figure in Computer Applications and makes a substantial contribution to both academia and research.

Abdul Razak is currently a Faculty at the Entrepreneurship Development Institute of India (EDII) in Ahmedabad and serves as Incharge of the Goa EDII Center. He has previously worked as an Assistant Professor – Sr. Grade at VIT Business School, Vellore, and SR University, and has served as a Management Consultant at Starlight Capital Inc., where he organized New York Private Equity Forums for entrepreneurs and investors. His extensive career spans reputed organizations like Amazon.com, Deloitte, and Genpact. Dr Razak holds a Doctorate in Business Management from Osmania University and is a recipient of the ICSSR Post-Doctoral Fellowship. He is double-qualified in UGC-NET, MAN-JRF and SRF, and UGC AP-SET, with PG diplomas in Cyber Law, Taxation, and Intellectual Property Rights. His academic focus includes entrepreneurship, finance, private equity, and new venture creation, particularly in the context of start-ups.

Anu Sahi is an Assistant Professor (Sr. Scale) in the School of Management Studies, Apeejay Institute of Management and Engineering Technical Campus Jalandhar. She has completed her MBA with distinction and Qualified UGC-NET also. She has teaching and research experience of more than two decades along with corporate experience. She has completed her PhD in Mutual Funds and has an interest in the diverse field of management. She is recipient of “Best Teacher Award” and “Young Faculty Award.” She has to her credit research papers in ABDC “B,” Scopus-indexed and UGC care listed journals of repute. She has presented papers at various national and international conferences. She has been awarded Best Paper Award in an international conference held in Singapore. She has also received Best Paper Award in a national conference in Bhuvneshwar. She has been a resource person for State Level Trainings for Promoting Entrepreneurship and also a resource person for Entrepreneurship Awareness Camps. She is the Editor of Apeejay Journal of Management and Technology (Bi-annual refereed journal, listed in UGC list). She is a reviewer on the board of journal titled Managerial Finance (A Journal of Emerald Group).

Ankita Saxena is working as an Assistant Professor in GLA University, Mathura India, and has an exposure of 15 years in academics and research with specialization in human resource management. Many papers in the field of management addressing the varied contemporary issues are published in the journals of repute.

Abhishek Sharma is currently an Assistant Professor, School of Management of Apeejay Institute of Management and Engineering Technical Campus in Jalandhar, India. Prior to his appointment in Apeejay, he has experience in academics in various colleges. The author has more than 8 years of experience in the field of academics and research. Mr. Abhishek Sharma holds Master's degree in Commerce from Guru Nanak Dev University in Amritsar and is a graduate in Commerce from IGNOU. In addition to this, the author qualified UGC Net Commerce in the years 2018, 2019, and 2022. The author has presented several papers in various conferences held across the globe and participated in a range of forums related to finance, economics, and research. The author also published his research papers in refereed journals and chapters in books. He also participated in national and international conferences on different themes. The author has written papers in different fields covering everything from finance to economics and human resource to marketing. However, the core area of interest of the author is finance, economics, and marketing research, and he committed to contribute to these fields by following the genuine and authentic approach.

Bhanu Sharma is an Assistant Professor in the School of Computer Applications at Lovely Professional University, With a robust academic background and a passion for research, Dr Sharma has contributed significantly, authoring 15 research papers in renowned journals. Their research interests span various areas of computer science, reflecting a dedication to advancing knowledge and technology. In addition to academic publications, Dr Sharma holds five patents, demonstrating an innovative approach to solving complex problems. As an educator, Dr Sharma is committed to fostering a dynamic and engaging learning environment, equipping students with the skills and knowledge needed for the ever-evolving tech industry. Their expertise and commitment to excellence make them a valued member of the university's faculty.

Amarjit Singh has 17 years of extensive experience in education and research. He holds a postgraduate degree in Commerce from Doaba College, Jalandhar, an MPhil from Periyar University, and a PhD from Punjabi University, Patiala, with expertise in capital markets, financial derivatives, and investment science. He began his career at ICFAI University, Hyderabad, and has held positions at institutions like Lyallpur Khalsa College and Lovely Professional University, where he served as Head of Commerce and Finance. Currently, he is an Assistant Professor at Doaba College, Jalandhar, and coordinates the Placement and Industry Interface Cell. Dr Singh is also an academic counselor at IGNOU. He has completed nine certifications from NSE, NCDEX, AMFI, and the University of Michigan and has been certified as an NSE Certified Capital Market Professional. With 19 published research papers and participation in 22 conferences, he has contributed to research projects and organized financial literacy programs with industry leaders.

Gurpreet Singh is an Assistant Professor at the Department of Commerce and Economics (DCE) and Head of the Consultancy Cell B.A.M. Khalsa College, Garhshankar. He is an associate NCC officer in the army wing. He has more than 18 years of experience in academic research and industry. He has attended numerous orientations, FDPs, and workshops at the Indian Institute of Management, Kozhikode, Delhi University, Panjab University, University of Allahabad, LPU, and DAV. He is a passionate teacher and researcher who has presented papers at reputed national and international conferences and published various research papers including in UGC, ABDC, and Scopus-indexed journals. After completing his doctorate from the State University, I.K. Gujral Punjab Technical University, Jalandhar, he has done a short-term course in Strategic Management for competitive advantage from IIT-Kharagpur sponsored by MoE, GOI. His research areas of interest are strategic management and technical analysis.

Inderpal Singh is working as a Professor and the Dean of Management Studies in the esteemed Institution, Lyallpur Khalsa College Technical Campus. He owes the credit of more than 25 books published in the field of commerce and management, biotechnology, and research. He has presented more than 60 research papers presented in national and international conferences and 50 papers published in national and international journals including Scopus-indexed journals. He has an experience of 21 years in teaching. He has guided 5 MPhil students and 10 PhD students.

Pritpal Singh is currently a Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab (India). In an academic career spanning over 10 years, he has served in Mittal School of Business handling subjects related to databases for managers, data visualization using tableau, data mining and data warehousing, ERP, IoT, and content management tools. Having good command in handling SQL commands for managing big data, strong interest in learning Hadoop and Mongo databases. As an ingenious researcher, he has presented several research papers in national and international conferences and seminars. He has published many research papers in Scopus-indexed journals, presented research work in 30 international conferences, and attended more than 15 training sessions to learn new techniques and technologies.

Rama Singh is an Associate Professor at the School of Commerce and Management, ARKA JAIN University, Jharkhand, India. She holds a PhD and has over a decade of experience in business development and customer relationship management in the service sector. Dr Singh specialized in Marketing. With a passion for teaching, Dr Singh has expertise in various management subjects, including marketing, organizational behavior, e-commerce, business information system and strategic management. She is actively involved in research, currently supervising four PhD scholars. Dr Singh has published numerous papers in peer-reviewed and ABDC journals, focusing on areas such as consumer behavior, green marketing, and technology in business. An accomplished academician, Dr Singh has presented more than 12 papers at international conferences and published two edited books. She has also conducted several knowledge-sharing programs and workshops on research methodology, data analysis, and digital marketing.

Khusboo Srivastava brings a unique blend of corporate and academic expertise, honed over nearly a decade, to her role as Assistant Professor at GLA University, Mathura, where she has been serving since July 2019. A gold medalist at the postgraduate level, she has consistently demonstrated academic excellence, further bolstered by her UGC NET qualification and a PhD in Management with a focus on Higher Education. Her research acumen is evidenced by numerous publications in prestigious, indexed journals. Dr Srivastava is skilled in advanced research analysis tools such as SPSS, Smart PLS-3.0, and Amos-SEM, enabling her to conduct in-depth data analysis and contribute meaningful insights to her field. In addition to her academic pursuits, she is a recognized trainer, having conducted various training sessions across different organizations. Her sessions are noted for their depth and practical relevance, reflecting her ability to bridge the gap between theoretical knowledge and real-world application. Her multifaceted experience and expertise not only contribute to her success as a researcher and educator but also underscore her commitment to advancing the field of higher education through innovative research and effective teaching methodologies.

A. Nagaraj Subbarao is a Master Mariner and specialized in Navigation, Ocean Engineering, and Harbor Construction. He also has an MBA and MPhil in Human Resource Management with a specialization in People Management from the University of Minnesota, Carlson School of Management (USA), and also a specialization in Leadership and Strategic Management from the University of Illinois at Urbana Champaign (USA). He carries two decades of experience in the shipping industry both in India and abroad and commanded highly specialized state-of-the-art ships for close to a decade leading teams, often in extremely adverse conditions.

Shwati Sudha is an Assistant Professor (Grade I) at the National Institute of Technology, Jamshedpur, with 5 years of experience in teaching, research, and administration. Her research focuses on organizational behavior, with interests in human resource management, industrial relations, and behavioral and cognitive sciences. She has published research papers and book chapters in reputed journals and is a regular reviewer for esteemed journals, including APA and Current Psychology. Dr Sudha has been involved in industry research projects, book editing, and has organized conferences, workshops, FDPs, and MDPs in interdisciplinary areas. She received the Best Paper Award at AGBA's 16th World Congress at IIT Delhi in 2019. Beyond research and teaching, she has held roles such as Student Counselor, Warden, Nodal Officer (Equity-TEQIP-III), and Faculty Coordinator (Training and Placement). She serves as Chairperson of NIT Jamshedpur's annual magazine, “MANTHAN,” and is the Convener of the Gender Studies Cell and Annual Report Committee. Dr Sudha has also contributed as a panelist for the Super-30-Girls initiative by Tata Steel Long Products. Additionally, she has a passion for poetry and article writing.

Shweta Tewari is an Associate Professor in the MBA Department at the School of Commerce and Business Studies, Dayananda Sagar University. She demonstrates rich consulting experience in the fields of marketing and human resource. Her research interests lies in the landscape of marketing and human resource. She is also a successful founder of Amitiel Consultants which is a 5+ years old start-up into internet marketing services along with her experience in academia.

Asokan Vasudevan is a renowned academic and researcher at INTI International University in Nilai, Malaysia. He began his educational journey at Universiti Kebangsaan Malaysia, earning a postgraduate diploma in Industrial Safety Management. He then advanced his studies in the United States at Southeast Missouri State University, obtaining a Master of Science in Management, a Master of Arts in Higher Education Administration, and a Bachelor of Science in Business Administration with a finance specialization. He completed his PhD in Management at UNITEN, Malaysia. Dr Vasudevan's career includes roles as Lecturer, Department Chair, Professor, and Program Director, significantly enhancing curriculum and leading academic programs. His research, recognized and published in esteemed journals, focuses on business management, ethics, leadership, and their implications on organizational behavior, strategic management, and human resources. His academic work has garnered multiple awards, including the Best Lecturer Award from Infrastructure University Kuala Lumpur and the Teaching Excellence Award from INTI International University.

In an era of increasing environmental awareness and corporate responsibility, green marketing has emerged as a critical approach to business. As we face the undeniable realities of climate change, resource depletion, and shifting consumer preferences, the need for sustainable practices is no longer a trend – it is a necessity.

Green Marketing Perspectives explores this vital shift in how companies engage with their audiences, offering insights into the practices and principles that shape environmentally responsible marketing. By redefining traditional business models and placing sustainability at the core of their strategy, companies can not only reduce their ecological footprint but also enhance their brand value and long-term viability.

This book delves into the strategies that resonate with today's conscious consumers, blending theory with practical case studies and examples from leading brands that have successfully integrated sustainability into their operations. It examines how green marketing can be a powerful tool for innovation, creating shared value for businesses, society, and the environment.

As you turn these pages, you will discover the evolving landscape of green marketing and how it can transform the way companies communicate their commitment to sustainability. Whether you are a marketer, business leader, or student, this book offers valuable insights into the green marketing strategies of tomorrow and how they can make a difference today.

In editing Green Marketing Perspectives, we hope to inspire you to think beyond short-term profits and embrace a future where sustainability and success go hand in hand.

Welcome to Green Marketing Perspectives: Effective Messaging for Sustainable Practices. This scholarly work serves as a comprehensive exploration of the principles, practices, and strategic implications inherent in the domain of green marketing.

In an era marked by heightened environmental consciousness and a burgeoning commitment to sustainability, the concept of green marketing has assumed paramount importance for businesses across industries. This book seeks to provide a rigorous examination of green marketing, elucidating its theoretical underpinnings and practical applications within the contemporary business landscape.

Comprising a thorough analysis of key topics such as Green Marketing Paradigms, Introduction to Green Marketing Concepts, Green Marketing Practices, Green Sustainable Responsibility, Green Marketing Designs, Green Marketing Competitive Decisions, Green Marketing Mix, Green Marketing Product Decisions and Gaining Competitive Advantage, Green Marketing Packaging, Transportation, Advertising, Pricing Decision, Green Marketing Initiatives, Innovation in Green Marketing, Recent Concepts and cases in Green Marketing.

Each chapter offers in-depth insights derived from scholarly research and real-world case studies. By synthesizing theoretical frameworks with empirical evidence, this volume aims to equip readers with the knowledge and tools necessary to navigate the complexities of green marketing effectively.

Furthermore, this book endeavors to shed light on the competitive dynamics of green marketing, exploring how companies can leverage sustainability initiatives to gain a strategic advantage in the marketplace. Through a nuanced examination of competitive decisions, market positioning strategies, and innovative green marketing practices, readers will gain a deeper understanding of the mechanisms driving sustainable business growth.

I extend my sincere gratitude to the scholars, researchers, and industry experts whose contributions have enriched this work and elevated the discourse surrounding green marketing. It is my hope that this book serves as a catalyst for positive change, propelling organizations toward greater environmental stewardship and societal impact.

Thank you for embarking on this scholarly journey with me.

The journey of creating Green Marketing Perspectives: Effective Messaging for Sustainable Practices has been both inspiring and rewarding, and it would not have been possible without the support, guidance, and collaboration of many individuals and organizations.

First, I extend my gratitude to the Almighty God for giving me all the courage, wisdom, and persistence to complete this book and our jovial regard to Baba Nanak Dev Ji. While it is difficult to precisely articulate the names of each and every person who has directly or indirectly contributed to this book, it gives me immense pleasure to humbly acknowledge the role of some wonderful people who have played a key role in this process.

Now, I would also like to extend my gratitude to my Family (Papa: S. Davinder Singh Dua, Mummy: Sardarni Manjit Kaur Dua and Dearest Sister: Ms. Sakshi Dua, Wife: Dr Pawan Preet Kaur and Lovingly Daughter: Ms. Gurleen Kaur Dua).

I would like to express my deepest gratitude to the contributors and experts whose insights, research, and ideas helped shape the foundation of this book. Their passion for sustainability and marketing has provided invaluable perspectives that have enriched this work.

I am especially thankful to my mentors and colleagues in the marketing and sustainability fields who have continuously challenged and motivated me to explore the intersections of these disciplines. Your feedback and encouragement have been instrumental in bringing this project to life.

Finally, I extend my heartfelt thanks to the publishing team, whose dedication, attention to detail, and guidance have made this book a reality. Your hard work behind the scenes has been vital in bringing this vision to life.

Green Marketing Perspectives is the result of collective effort, and I am deeply grateful to everyone who has contributed to its creation. It is my hope that this book will inspire readers to embrace sustainability not just as a business practice but as a guiding principle for the future.