Exploration of Green Materialism Framework: A Review
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Author: Rimple Manchanda
Author Address: Associate Professor, G.D. Goenka University, Sohna, Gurgaon-122 003 (Haryana)
Keywords: Environmental concern, green marketing, green materialism
JEL Codes: M00, M30, M31, M39.
Abstract
The current research explored how the relationship between
marketing and materialism had evolved with the increasing environmental
concern. The research puts forth the concept of Green Materialism as a notion
that spawns from green marketing and builds affinity towards the consumption of
green products. The paper explicitly studied the association between
materialism, marketing and environmental concern. It followed an inductive
approach that exploreed the relationship pattern among the variables under
study. The concepts of materialism, environmental concern, and green marketing
were reviewed and analysed to contribute to developing a conceptual framework
of green materialism. The current research presented the conceptual framework
of green materialism. The research had implications for policymakers and
marketers who need to communicate and execute strategies to boost green
consumption.
Description
Indian Journal of Economics and Development
Volume 18 No. 1, 2022, 189-200
DOI: https://doi.org/10.35716/IJED/21317
NAAS Score: 5.15
Indexed in Clarivate Analytics (ESCI) of WoS
Indexed in Scopus
UGC Approved