Is Green Marketing an Oxymoron? A Holistic Viewpoint

Bibliographic Data

ID20206211
AuthorsJulen Izagirre-Olaizola (0000-0002-8854-3995, University of the Basque Country, corresponding author)
Year2021
Volume25
Issue3
Pages321-338
Publication date2021-08-22
Open AccessYes
TypeARTICLE
VenueTrames Journal of the Humanities and Social Sciences (JOURNAL)
Journal identifiersISSN: 1406-0922 • E-ISSN: 1736-7514
PublisherEstonian Academy Publishers (PUBLISHER • EE)
DOI10.3176/tr.2021.3.04
OpenAlexW3193742763
LanguageEN
Citations received1
References cited13

This study sets out to examine the concept of green marketing from a broad-based perspective, focusing particularly on how it may contribute to the adaptation or transformation of the dominant social paradigm in which environmental aspects have hitherto not been considered in economic relationships. A multi-theoretical, interdisciplinary approach is used, because the way in which businesses manage the environmental factor is not an isolated issue constrained only to the internal running of each organisation but rather a general issue that needs a general, integration-based outlook and a long-term approach. Bearing in mind that sustainable development and the protection of the environment are complex, multifaceted issues, particularly as regards their links to consumer activities and environmental awareness, we believe that it is particularly important to clarify the role played by green marketing from a holistic viewpoint, emphasising the need for it to be applied across the board by firms

Business · Linguistics · Oxymoron · Environmental Sustainability in Business · Innovation, Sustainability, Human-Machine Systems · Philosophy · Sustainable Supply Chain Management · Marketing

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