Intro
Preface
Acknowledgements
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introduction to Green Marketing
1: Green Marketing: An Introduction
1.1 Introduction
1.1.1 Why Green Marketing?
1.2 Issues and Conceptualisation
1.3 Strategic and Operational Perspectives of Green Marketing
1.4 Format of the Book Chapter
1.5 Conclusion
References
2: Green Business Practices in Emerging Economies
2.1 Introduction
2.2 Conceptual Framework and Overview
2.2.1 The Etymology of Green Economy and Green Business

2.2.2 Green Business Practice
2.2.3 Greening of Nature Conservation
2.3 Recycling
2.3.1 Construction and Technology
2.4 Evidence from Brazil, South Africa and China
2.4.1 Brazil as a Case Study
2.4.2 South Africa as a Case Study
2.4.3 China
2.5 The Future of Green Business in Emerging Economies
2.6 Conclusion
References
Part II: Strategic Perspectives on Green Marketing
3: Green Marketing: A Conceptual Overview
3.1 Introduction
3.1.1 Green Marketing Concept
3.1.2 Marketing Mix
3.1.3 External Green Ps
3.1.4 Internal Green Ps

3.1.5 The Ss of Green Success
3.2 Green Tactics and Strategies
3.2.1 Design for the Environment
3.2.2 Greening of Product Life-Cycle Stages
3.2.3 Recommendation for Emerging Markets
3.2.4 Conclusion
References
4: Green Consumer Behaviour
4.1 Introduction
4.2 Towards a Green Consumerism Culture
4.2.1 Pre-consumerism Stage
4.2.2 Consumerism Stage
4.2.3 Post-Consumerism Stage
4.3 Defining Green Consumer Behaviour
4.4 Segmenting Green Consumers
4.5 Influencing Green Consumer Buying Behaviour
4.5.1 Socio-culture
4.5.2 Habits

4.5.3 The Self
4.5.3.1 Self-concept and Self-consistency
4.5.3.2 Self-interest
4.5.3.3 Demographic Characteristics
4.5.4 Psychological Factors
4.5.4.1 Motivation
4.5.4.2 Cognitive
4.5.4.3 Affective
4.6 Green Buying and Consumption Decision Process
4.6.1 Environmental Problem Recognition
4.6.2 Green Information Search
4.6.3 Evaluation of Green Information
4.6.4 Green Purchase (Product or Behaviour Adoption)
4.6.5 Post-Purchase Green Behaviour (Product Usage and Disposal)
4.7 Understanding Green Attitude and Behaviour

4.8 Models on Green Attitudinal and Behavioural Change
4.8.1 ABC Model of Attitude
4.8.1.1 The Low-Involvement Hierarchy
4.8.1.2 Standard Learning Hierarchy
4.8.1.3 Experiential Hierarchy
4.8.2 The Extended Fishbein Model
4.9 Changing Consumer Attitudes Towards Green Behaviour
4.9.1 The SHIFT Framework
4.9.2 The Kurt Lewin Model of Change
4.10 Recommendations for Emerging Economies
4.11 Conclusion
References
5: Consumer Buying Behaviour for Green Products in India
5.1 Introduction
5.1.1 Green Business Practices
5.2 Literature Review