... © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Green marketing Mediation analysis Self-congruity theory Consumer judgment Projective technique Social judgment theory Green behaviors The green product market continues to evolve...

... somewhat disillusioned with green marketing and its inherent paradox that the solution to the environmental crisis caused, at least in part, by consumption would be through increased consumer purchasing (Peattie and Crane, 2005). The present research identifies a consumer segment of mothers who embrace...

... anthropology Consumer research Green marketing Context has been treated in a variety of different ways in psychology and consumer research. On the one hand, it is seen as if it were a constant black box that could be ignored when it came to analyzing actual behavior. Alternatively, it has been...

...Charles Dennis; Lisa Harris; Ken Peattie; Andrew Crane Purpose To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability...