Exploring Contemporary Green Marketing Theories

Abstract

This chapter offers an in-depth exploration and analysis of various theories underpinning green marketing research to understand and predict consumer behavior towards environmentally friendly products and services. The discussion navigates through diverse theoretical frameworks like the theory of planned behavior, theory of reasoned action, attitude-behavior-context theory, value-belief-norm theory, etc. While these theories offer valuable perspectives, they also exhibit limitations in predicting and comprehensively explaining green consumer actions. To bridge these gaps, future research directions propose integrating theories; accounting for cultural, social, and economic influences; exploring emerging technological advancements to refine green marketing strategies. The integration and exploration of these theories offer a robust foundation for businesses to develop effective strategies aligning with diverse consumer motivations and contexts, fostering sustainable consumption patterns for a greener future.