Green Marketing: Third Millennium Paradigm
Shadan Vahabzadeh, Rezvan Choubandian, Roza Taati
This study is a descriptive analytical study whose objective is to define and explain green marketing and its goals as a novel phenomenon in today’s world. This is a comprehensive look into the problems of green marketing, acceptance of green products, strategic alliances, strategies for green consumer sections, the perceived value of green products, and the advantages of green products. This study tries to help organizations find the correct pathway for producing green goods and increase the understanding of green consumers. In this study, we will explain how organizations can improve their image for the customers and consumers through strategic alliances with environmental groups. The attitudes of green consumers towards purchasing green products are among the important issues addressed in this paper.