... highlights the relevance of this type of benefits to relational outcomes. Manel Hamouda can be contacted at: manel.hamouda@gmail.com © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Green marketing Green brands Relationship benefits Brand...

...Marla B. Royne; Jeff Thieme; Marian Levy; Jared Oakley; Laura Alderson Purpose The purpose of this paper is to discuss the need for appropriate green marketing communication strategies to close the gap between consumers’ strong environmental concerns and weak engagement in sustainable behaviors...

... and cater to a variety of consumer profiles. Sustainability Market Differentiation Competitive advantage Environment Green marketing Image Sustainable Functional Green product The business world is rife with misguided attempts to market green products. Traditional environmental...

... to highlighting important obstacles marketers need to overcome to transition non-purchasers to purchasers of green products. Professor Mathew Joseph can be contacted at: josephmj1@yahoo.com © Emerald Group Publishing Limited 2013 Although the practice of and research on green marketing...

... value and environmental stewardship. Without understanding the driving forces behind their actions, businesses are likely to sub‐optimize their transformation initiatives and fail to realize the expected value. © Company 2009 Management strategy Green marketing Climatology...