Environmental Strategy in Business: Green Marketing Communication

Maurizio Lanfranchi, Carlo Giannetto, Francesco Rotondo

DOI: http://dx.doi.org/10.12775/JCRL.2017.019


Purpose: The aim of the paper is to explore the issues of green marketing and green marketing communication. Design/methodology/approach: The narrative literature review is a method applied to achieve the aim of the paper.

Findings: The growth of environmental sensitivity is a driving force for change towards new policy tools and environmental eco-nomics. Businesses have developed various tools for environmen-tal communication including environmental balance sheets, social reports, and certifications. It is not enough for businesses to com-municate generic commitment to environmental protection; they have to integrate the concept of ecology into corporate culture by creating strong environmental policies and environmental ethics that describe the enterprise at all organisational levels. Businesses focusing on the development of green products must not only ‘talk ecologically’ but also ‘be ecological’.

Research and practical limitations/implications: The research has an exploratory character since the sample strategy is not probabilistic.

Originality/value: The study can stimulate discussion in the field of green marketing and green marketing communication.

Paper type: literature review.


marketing communication; green consumer; consumer sensitivity; ecological communication; environmental business communication

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