Green Marketing: An Examination of Thematic Categories and Implications for Practice and Research in Marketing

Green marketing, according to the American marketing association, is the marketing of items thought to be ecologically benign. Green marketing therefore combines a wide spectrum of actions including modifications to the manufacturing process, packaging, product modification, and advertising modification. This paper examines the contributions of recent research in the field of green marketing by classifying articles across four main thematic categories: eco-orientation, green marketing strategy, green marketing functions, and green marketing consequences. It outlines the contributions of previous works in each category, explores their implications for green marketing practice and research, and provides suggestions for future research directions to enhance the understanding and application of green marketing in diverse contexts.