Green Marketing Perspectives

Sonu Dua, Associate Professor, Lyallpur Khalsa College Technical Campus, IK Gujral Punjab Technical University, Punjab, IndiaSakshi Dua, Associate Professor, Lovely Professional University, Punjab, IndiaPawanpreet Kaur, Associate Professor & Head, Lyallpur Khalsa College Technical Campus, IK Gujral Punjab Technical University, Punjab, India

• Section 1. Green Marketing ParadigmsChapter 1. Building a Sustainable Brand: The Role of Green Marketing; Devender Kumar, Sonu Dua, and Sakshi DuaChapter 2. Green Marketing: A Paradigm Shift Towards Innovation; Shrejal Kumari, Shwati Sudha, and Anjali KastureChapter 3. A Bibliometric Analysis Discourse on Sustainable Marketing Strategies; Neeraj Bhanot, Anurag Pahuja, and Ajay ChandelChapter 4. Bridging the Attitude-Behavior Gap in Green Marketing: A Structural Equation Modelling Approach to Psychological and Environmental Influences; Sanjay K., Shweta Tewari, and A. Nagaraj SubbaraoChapter 5. Green Loyalty: Cultivating Sustainable Customer Relationships Through Green Marketing; Gurpreet Singh and Inderpal SinghChapter 6. Exploring the Interplay of Corporate Social Responsibility and Sustainability in Green Marketing Strategies for Cosmetic Products; Shyamali DubeyChapter 7. Analyzing the Green Sustainable Responsibility in the Indian Insurance Sector; Amarjit Singh and Anoop MohantyChapter 8. Navigating the Green Horizon: Embracing Green Sustainable Responsibility in Business Practices; Vasumathi Arumugam, Abdul Razak, Asokan Vasudevan, and Subashini R.Section 2. Green Marketing Competitive DecisionsChapter 9. Unveiling the Green Mix: A Strategic Approach to Sustainable Marketing; Devender Kumar, Aabid Mushtaq Najar, and Lakshyaraj Singh RathoreChapter 10. Factors Affecting Green Purchase Behaviour of Rural Customers of North India: An Analysis Through M-O-A Framework; Ankita Saxena and Shashi Shekhar GautamChapter 11. Decoding Gen Z Green Purchase Behavior in India by Exploring Green Attitude, Green Customer Perceived Value, and Green Marketing Mix; Khusboo SrivastavaChapter 12. Expectations and Propensity of Gen Z to Spend Additional for Eco-friendly Green Products: Lessons for Marketers; Renuka Deshmukh and Srinivas Subbarao PasumartiChapter 13. Consumer’s Behavior Concerning Sustainable Green Packaging; Dilip Nana Aher and Yogesh Wasudev BhowteChapter 14. Role of Green Banking in Promoting Sustainable Development in India; Anu Sahi, Abhishek Sharma, and Rajesh BaggaChapter 15. Cloud of Things Lead to Green Supply Chain Integration and Sustainability in Industry 4.0; Deepika PandoiChapter 16. A Systematic Review on Integration Between Green Sustainable Supply Chain and Organizational Management; Rohit Malik, Sakshi Dua, and Sonu DuaSection 3. Green Marketing InitiativesChapter 17. Exploring Green Marketing: Past, Present, and Prospective Directions; Rama SinghChapter 18. Greening the Click-Environmental Initiatives in Global E-commerce Marketing; Thomas K.V., Punam Rattan, and Raji Ramakrishnan NairChapter 19. Benefits and Challenges of Green Marketing in the Pharmaceutical Industry; Prince AroraChapter 20. Green Marketing Services: Navigating Sustainability in Business; Bhanu Sharma, Prikshat Kumar Angra, and Pritpal Singh