Consumers of the 1990s are claimed to be caring, environmentally and socially aware and are demanding a say in the production, processing and resourcing of the products they regularly purchase. Hypothesizes that the environmentally‐aware consumer has become ethically aware and is joined by...

1. Introduction: Marketing and Sustainability Part I: Sustainability Marketing Fundamentals 2. The sustainability challenge for marketing (and vice versa) 3. Perspectives on marketing strategy and sustainability 4. In the trenches: Managerial imperatives in sustainable marketing 5....

Chapter 1: Promoting Environmentally Friendly Behaviours in Emerging Markets: An Urgent Need (Nguyen) -- Chapter 2: The Green Consumers in Emerging Markets: Who are They? (Yadav) -- Chapter 3: Green Food Consumption in China (Dang) -- Chapter 4: Key Determinants of Green Purchase Behaviour in...