Purpose – This paper aims to investigate existing research in green marketing with special reference to consumer behaviour and identify challenges both in practice and research, offering valuable insights for both the communities. While reviewing the existing literature in the paper, the...

During the past decade, concern for the environment has emerged as a major socio-political issue among developed nations throughout the world and the increase in the number of environment friendly or 'green' products has been significant. This paper provides information on a study which assessed...

During the past decade, concern for the environment has emerged as a major socio-political issue among developed nations throughout the world and the increase in the number of environment friendly or 'green' products has been significant. This paper provides information on a study which assessed...