Green marketing as a positive driver toward business sustainability / Vannie Naidoo, University of KwaZulu-Natal, South Africa, Rahul Verma, Department of Training and Technical Education, India.

Includes bibliographical references and index.

chapter 1. Antecedents of green consumerism / Aylin Caliskan, Yasar University, Turkey -- chapter 2. The green consumer behavior / Vannie Naidoo, University of KwaZulu-Natal, South Africa, Rahul Verma, Department of Training and Technical Education, India -- chapter 3. Green but how green? Green product evaluation programs in terms of marketing / Volkan Polat, Yalova University, Turkey, Baris Morkan, Stevens Institute of Technology, USA -- chapter 4. Green consumer behavior and its implications on brand marketing strategy / Catarina Peneda de Oliveira, University of Minho, Portugal, Bruno Miguel Sousa, polytechnic Institute of C avado and Ave, Portugal -- chapter 5. Effect of consumer green behavior perspective on green unwavering across various retail configurations / subhankar Das, Duy Tan University, Vietnam, Anand Nayyar, Duy Tan University, Vietnam -- chapter 6. Consumer behavior: motivational factors for the decision to purchase organic products in Mexico / Jos e G. Vargas-Hern andez, University of Guadalajara, Mexico, Jovanna Nathalie Cervantes Guzm an, University of Guadalajara, Mexico, Guillermo V azques- Avila, University of Guadalajara, Mexico -- chapter 7. Role of internal and external values on green purchase / Sushant Kumar, Indian Institute of Management Shillong, India, Naman Sreen, Indian Institute of Management Shillong, India -- chapter 8. Analyzing the impact of green marketing strategies on the financial and non-financial performance of organizations: the intellectual capital factor / Cristina Raluca G. Popescu, University of Craiova, Romania & University of Bucharest, Romania & The Bucharest University of Economic Studies, Romania & National Institute of Research and Development for Environmental Protection - Bucharest, Romania -- chapter 9. Greenwashing as influencing factor to brand switching behavior among generation Y in the social media age / Enitan Olumide Olutade, North-West University, South Africa, Joshua Ebere Chukwuere, North-West University, South Africa -- chapter 10. Eco-labels / Anitha Acharya, IBS Hyderabad, India -- chapter 11. Sustainable value chains: a critical analysis of sustainable supply chain failures in developing and developed economies / Idahosa Igbinakhase, University of KwaZulu-Natal, South Africa, Vannie Naidoo, University of KwaZulu-Natal, South Africa.

This book contains a collection of innovative research on the methods and applications of integrating environmental considerations into all aspects of marketing. It highlights topics that include green consumerism, electronic banking, and sustainability.

Description based on print version record.