Guide to Green Marketing in Modern Businesses - Caroline S. L. Tan

Guide to Green Marketing in Modern Businesses explores the principles and practices of green marketing across a wide range of industries and global contexts. As environmental concerns continue to shape consumer expectations and regulatory landscapes, understanding green marketing has become essential for modern businesses.

The book examines how organisations can integrate environmental sustainability into their marketing strategies to remain competitive while responding to the growing demand for responsible and transparent business practices. Green marketing is presented not only as a means of achieving corporate social responsibility objectives, but also as a powerful driver of consumer trust, brand loyalty, and long-term value creation.

Through illustrative examples drawn from diverse countries and industries, the book highlights how green marketing encourages innovation in products, processes, and business models. It demonstrates how sustainability-led marketing can support organisational resilience and adaptation in an increasingly environmentally conscious marketplace.

Designed primarily for students, this book serves as a practical and conceptual guide to navigating the intersection of environmental sustainability and marketing, offering a comprehensive and internationally informed perspective on green marketing in the modern business environment.