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Green Marketing Communication Strategies: An Integrative Literature Review

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  • Mihai Stoica

    (Marketing Department, Faculty of Marketing, The Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

Marketing communication for green brands and products should not be seen exclusively as a means to attract and impress consumers with the most beautiful and spectacular green messages. All messages communicated to the public must have a solid foundation, which most of the time can be represented by the attributes of the green product or by its benefits for the environment, community and for the current and future generations of consumers. In this regard, marketing communication, as part of the green marketing strategy, faces several challenges. On the one hand, green communication has the role of educating and informing the public about the specific benefits of green products in order to determine the public to adopt a pro-ecological behavior. On the other hand, the communication approaches must respond to the exigencies of the green field, in order to avoid the social and ecological criticisms, as well as the categorizing of the organization's actions as part of the greenwashing phenomenon. Therefore, the purpose of this theoretical paper is to identify the typology of green marketing communication strategies. The paper is based on secondary data sources, namely the literature on green marketing communication, focusing on specific communication strategies. This study reviews and synthesizes 39 relevant articles related to the researched subject, which have been identified in academic databases. In literature have been identified five defining criteria for communication strategies, along with specific strategic alternatives. We note the need to continue the research in this field, in order to develop other strategic alternatives that respond to the specific problems of this market and that offer the opportunity for green brands to position themselves effectively.

Suggested Citation

  • Mihai Stoica, 2021. "Green Marketing Communication Strategies: An Integrative Literature Review," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 388-396, July.
    • Handle: RePEc:ora:journl:v:1:y:2021:i:1:p:388-396
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    File URL: http://anale.steconomiceuoradea.ro/volume/2021/n1/043.pdf
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    References listed on IDEAS

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    1. Florence Benoît-Moreau & Béatrice Parguel, 2011. "Building brand equity with environmental communication: an empirical investigation in France," Post-Print halshs-00634443, HAL.
    2. Mirela Ionela Aceleanu, 2016. "Sustainability and Competitiveness of Romanian Farms through Organic Agriculture," Sustainability, MDPI, vol. 8(3), pages 1-19, March.
    3. Iulia Diana Popa & Dan-Cristian Dabija, 2019. "Developing the Romanian Organic Market: A Producer’s Perspective," Sustainability, MDPI, vol. 11(2), pages 1-15, January.
    4. Victor Danciu, 2012. "The Green Marketing at Work: The Push-Pull Effects of the Green Communication Strategies," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(45), pages 3-24, December.
    5. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    6. repec:dau:papers:123456789/7308 is not listed on IDEAS
    7. Ko, Eunju & Hwang, Yoo Kyung & Kim, Eun Young, 2013. "Green marketing' functions in building corporate image in the retail setting," Journal of Business Research, Elsevier, vol. 66(10), pages 1709-1715.
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    Cited by:

    1. Mihai Stoica, 2021. "Green Brand Positioning as a Strategy to Guide the Green Marketing Mix: A Perspective on the Organic Food Supply Chain," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 900-910, December.

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    More about this item

    Keywords

    green marketing communication; marketing communication strategies; green marketing; green product; green brand;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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