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