From Green Marketing to Green Innovation

Dear Colleagues,

Environmental sustainability is pressing businesses to find new and innovative ways to incorporate this concern into their activities and in the operation of market-oriented businesses. It is crucial to understand how companies are working and offering products and services to the market interested in “green” and sustainable offers.

Green marketing involves the marketing activities defined to create and facilitate transactions of products and services to address these concerns in terms of environmental sustainability (Paiva 2020). This concept calls attention to the impact of business action on humans and the environment (Hartmann and Ibanez 2006). The consequence of using green marketing principles is a more sustainable value proposition, offering new products, new services, more digital services, new ways of distribution and retro distribution, more ICT in communication and even new forms of work. At this point, green marketing can be extended to the environpreneurial marketing, that is, the management perspective, that in a transparent, proactive, and cooperative way, allows businesses to integrate the environmental concerns into the entrepreneurial activity, in a holistic approach, and consequently responding to these consumers’ needs and interests (Ottamn 2017).

Green marketing has been assuming many designations and approaches, in the ecological (Fisk 1974), environmental (Polonsky and Mintu-Winsatt, 1995), green (Ottman, 1997; Wasik, 1996) and more recently enviropreneurial marketing (Hartman and Stafford 1998; Menon and Menon 1997; Kilbourne 1995), but the main goal addressed is common, that is, satisfying consumer needs in a sustainable way, transforming the organization itself into a more sustainable agent.

Submissions for the Special Issue could relate, but are not limited, to the following topics:

• Green marketing and sustainable growth
• Green marketing and consumer behavior
• Green marketing challenges
• Green marketing strategies and marketing mix
• Green entrepreneurial marketing
• International green marketing
• New products and/ or services and green marketing
• Green marketing and sustainable consumer
• Consumer behavior and green marketing strategies
• Green marketing and innovation
• Green/eco business
• Green/eco entrepreneurship
• Sustainable value proposition design

Research suggestions to build on:

• Paiva, T. (2021). Green Marketing. In: Khosrow-Pour D.B.A., M. (Eds.), Encyclopedia of Organizational Knowledge, Administration, and Technology (pp. 2042-2055). IGI Global. http://doi:10.4018/978-1-7998-3473-1.ch140
• Paiva T. (2020) Green Marketing. In: Idowu S., Schmidpeter R., Capaldi N., Zu L., Del Baldo M., Abreu R. (eds) Encyclopedia of Sustainable Management. Springer, Cham. https://doi.org/10.1007/978-3-030-02006-4_889-1
• Laurett, R., Paço, A., Mainardes, E. (2020). Sustainable development in agriculture and its antecedents, barriers and consequences – an exploratory study. Sustainable Production and Consumption. https://doi.org/10.1016/j.spc.2020.10.032
• Shiel, C., Paço, A., Alves, H. (2020). Generativity, sustainable development and green consumer behavior. Journal of Cleaner Production, 45, https://doi.org/10.1016/j.jclepro.2019.118865.
• Micu, A., Micu, A. E., Capatina, A., Cristache, N., & Dragan, B. G. (2018). Market intelligence precursors for the entrepreneurial resilience approach: The case of the Romanian eco-label product retailers. Sustainability, 10(1), 190.

Dr. Teresa Paiva
Dr. Arminda Paço
Dr. Alexandru Capatina
Guest Editors

Manuscript Submission Information

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Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

• Green Marketing
• Sustainability
• Entrepreneurial Green Marketing
• Consumer Behavior
• Green Marketing Analytics
• Green Business
• Green Entrepreneurship
• Green Innovation
• Sustainable Products