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Green marketing today – a mix of trust, consumer participation and life cycle thinking

Author

Listed:
  • Lewandowska Anna

    (Poznan University of Economics and Business, Faculty of Commodity Science)

  • Witczak Joanna

    (Poznan University of Economics and Business, Faculty of Commodity Science)

  • Kurczewski Przemysław

    (Poznan University of Technology, Faculty of Machines and Transport)

Abstract

A transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.

Suggested Citation

  • Lewandowska Anna & Witczak Joanna & Kurczewski Przemysław, 2017. "Green marketing today – a mix of trust, consumer participation and life cycle thinking," Management, Sciendo, vol. 21(2), pages 28-48, December.
    • Handle: RePEc:vrs:manmen:v:21:y:2017:i:2:p:28-48:n:3
    DOI: 10.1515/manment-2017-0003
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    References listed on IDEAS

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    2. Oecd, 2011. "Environmental Claims: Findings and Conclusions of the OECD Committee on Consumer Policy," OECD Green Growth Papers 2011/1, OECD Publishing.
    3. Xingqiang Du, 2015. "How the Market Values Greenwashing? Evidence from China," Journal of Business Ethics, Springer, vol. 128(3), pages 547-574, May.
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    More about this item

    Keywords

    green marketing; environmental communication; LCA (Life Cycle Assessment);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

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