Green To Gold

Marketing Strategies for a Sustainable Future
Erscheinungsjahr 2026
ISBN: 978-3-032-10211-9
Verlag: Springer

Buch, Englisch, 594 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 1066 g

Reihe: World Sustainability Series

This book offers actionable, research-backed strategies to transform marketing practices into eco-friendly, sustainable approaches. Green to Gold: Marketing strategies for a sustainable future provides readers with a comprehensive guide on how to create successful, resilient brands that prioritize sustainability while meeting consumer demands. The content delves into the innovative intersection of marketing and environmental responsibility, with a focus on equipping businesses and marketers to implement strategies that make a positive impact on the planet.

Key topics covered in this book include the following:

Green Marketing and Branding: Techniques for building and promoting brands that stand out for their commitment to sustainability, alongside insights into eco-labels and certifications that influence consumer choices. Consumer Behavior and Sustainability: A closer look at what drives consumer decisions regarding green products, exploring both psychological motivations and the ways companies can effectively engage eco-conscious buyers. Digital

Marketing for Sustainability: How to leverage digital channels to advocate for green values and build online communities committed to sustainable living. Product Lifecycle and Circular Economy: Practical strategies for sustainable product design and end-of-life management, illustrating the benefits of circular economy principles in extending brand value. Corporate Social Responsibility (CSR) and Sustainability: Guidance on aligning CSR initiatives with core marketing strategies to create a unified, authentic brand image that resonates with consumers. Metrics and Accountability in Green Marketing: Tools for measuring the success of sustainable initiatives and ensuring transparency to build trust with audiences. Policy, Regulation, and Sustainable Marketing: An examination of how regulations impact green marketing and the role of industry collaboration in advancing sustainability goals. These topics address the urgent need for businesses to adapt to the growing demands of environmentally conscious consumers.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Trikha, Anadi

Bala Kaushik, Madhu

Gowri, D. Pushpa

Dahiya, Kavita

Gulati, Gagan

Fachgebiete

• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. The Digital Green Frontier: Leveraging Technology for Sustainable Marketing .- 2. Revisiting Sustainable Consumption: Theory, Practice and Policy Insights.- 3. Trust in the Virtual: Deepfake Realism and Consumer Behavior for a Sustainable Future.- 4. Social Media Strategies for Sustainable Fashion: Engaging Consumers Through Purposeful Branding and Storytelling.- 5. An Analytical Study of Women Entrepreneurs Driving the Green Transformation in Haryana’s Economy.- 6. Jalbatti: ITC Mangaldeep's Sacred Innovation at a Crossroads.- 7.   Sustainable Eco-Lodges practices by adopting green attributes and green dynamic capabilities: A paradigm shift in Value co-creation.- 8. Strategic Approaches to Building Consumer Trust for Sustainable Fashion.- 9. Tracking Sustainability Metrics and Accountability in Green Marketing Strategies.- 10. The Influence of Green Advertising on Consumer Decision-Making and the Adoption of Sustainable Consumption Practices.- 11. Digital Platforms in Green Marketing: Engaging Eco-Conscious Consumers through Social Media.- 12. Green Branding:  Exploration of factors impacting consumer selection of green hotels.

Über Autor(innen)

Anadi Trikha is Assistant Professor in the Department of Management, Centre for Distance and Online Education, Manipal University, Jaipur, where she has served as Course Coordinator and Faculty Member specializing in marketing, data analytics, and sustainability initiatives. With over eight years of academic experience, she has contributed extensively to research and pedagogy, particularly in areas that intersect social media, consumer behavior, and green finance. Her ongoing research interests lie in sustainable investments, the influence of children on household purchasing decisions, and the ethical implications of digital parenting, with publications in Q1 Scopus journals such as the International Journal of Green Economics and Springer proceedings on cyberpsychology and digital empathy.

Anadi’s professional journey includes positions in various top private universities, where she played significant roles in industry collaboration and incubation initiatives.