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Shifting to green chemistry: the need for innovations in sustainability marketing

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  • Alastair Iles

Abstract

This article analyzes how chemical manufacturers can develop stronger business advantages for green chemistry by rethinking sustainability marketing approaches. Green chemistry is a package of technologies, design principles and tools to reduce the toxicity, resource and energy use, and pollution of chemicals. Using research into US chemical industry efforts, this article introduces green chemistry, and discusses existing weak market signals, ways to market green chemistry and key obstacles to sustainability marketing. It concludes that companies need to generate more information internally, build new relations across supply chains and provide more information externally. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Alastair Iles, 2008. "Shifting to green chemistry: the need for innovations in sustainability marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 17(8), pages 524-535, December.
    • Handle: RePEc:bla:bstrat:v:17:y:2008:i:8:p:524-535
    DOI: 10.1002/bse.547
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    References listed on IDEAS

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    1. Ken Peattie, 2001. "Golden goose or wild goose? The hunt for the green consumer," Business Strategy and the Environment, Wiley Blackwell, vol. 10(4), pages 187-199, July.
    2. Joop de Boer, 2003. "Sustainability labelling schemes: the logic of their claims and their functions for stakeholders," Business Strategy and the Environment, Wiley Blackwell, vol. 12(4), pages 254-264, July.
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    Cited by:

    1. Philip R. Walsh & Rachel Dodds, 2017. "Measuring the Choice of Environmental Sustainability Strategies in Creating a Competitive Advantage," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 672-687, July.
    2. Dandan Wang & Thomas Walker, 2023. "How to Regain Green Consumer Trust after Greenwashing: Experimental Evidence from China," Sustainability, MDPI, vol. 15(19), pages 1-24, October.
    3. Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    4. Lili Ding & Zhimeng Guo & Yuemei Xue, 2023. "Dump or recycle? Consumer's environmental awareness and express package disposal based on an evolutionary game model," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(7), pages 6963-6986, July.
    5. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    6. Christian Fuentes, 2014. "Green Materialities: Marketing and the Socio‐material Construction of Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 105-116, February.
    7. Sukhbir Sandhu & Lucie K. Ozanne & Clive Smallman & Ross Cullen, 2010. "Consumer driven corporate environmentalism: Fact or fiction?," Business Strategy and the Environment, Wiley Blackwell, vol. 19(6), pages 356-366, September.
    8. Carlos F. A. Arranz & Caleb Kwong & Vania Sena, 2023. "The effect of consumption and production policies on circular economy business models: A machine learning approach," Journal of Industrial Ecology, Yale University, vol. 27(4), pages 1089-1104, August.
    9. Pablo del Río & Cristina Peñasco & Desiderio Romero‐Jordán, 2015. "Distinctive Features of Environmental Innovators: An Econometric Analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 24(6), pages 361-385, September.
    10. Kulshreshtha, Kushagra & Sharma, Gunjan, 2022. "From restaurant to cloud kitchen: Survival of the fittest during COVID-19 An empirical examination," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    11. Mallen, Cheryl & Chard, Chris, 2012. "“What could be” in Canadian sport facility environmental sustainability," Sport Management Review, Elsevier, vol. 15(2), pages 230-243.
    12. Stanley Kam Sing Wong, 2013. "Environmental Requirements, Knowledge Sharing and Green Innovation: Empirical Evidence from the Electronics Industry in China," Business Strategy and the Environment, Wiley Blackwell, vol. 22(5), pages 321-338, July.
    13. M. Lahandi Baskoro & Benny Tjahjono & Macarena Beltran & Anna Bogush & Yichuan Wang, 2024. "The imperative of communication signals in boosting business strategies of the bioplastic packaging industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 307-334, February.
    14. Vonny Susanti & Andreas Samudro, 2022. "Assessing the Role of Corporate Reputation on Brand Satisfaction: A Study of Chemical Industry," Corporate Reputation Review, Palgrave Macmillan, vol. 25(2), pages 122-138, May.
    15. Feng Zhang & Lei Zhu, 2019. "Enhancing corporate sustainable development: Stakeholder pressures, organizational learning, and green innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1012-1026, September.
    16. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.

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