Environmental Sustainability in Business

Environmental sustainability in business marketing examines how companies communicate their ecological commitments to consumers and how those consumers decide whether—and why—to act on them. Researchers here track the full chain from corporate environmental strategy through green product design and marketing practice to actual purchasing behavior, trying to identify what genuinely shifts consumption patterns versus what amounts to symbolic positioning. A persistent open question is how to close the gap between stated consumer concern for the environment and the much narrower slice of people who consistently buy greener products or pay a premium for them. Work is also converging on how stakeholder pressure, regulation, and competitive dynamics push firms toward real eco-innovation rather than surface-level green claims.

Works

105,499

Total citations

1,661,324

Keywords

Green ConsumptionEnvironmental InnovationSustainable BusinessConsumer BehaviorCorporate Environmental StrategyGreen Marketing