Introduction to Eco-Marketing

This chapter lays the foundation by defining environmental marketing and exploring its theoretical foundations. It emphasises the importance of understanding consumer behaviours in the context of growing environmental awareness and how this change impacts marketing strategies. It presents environmental marketing as a strategic approach integrating ecological considerations into traditional marketing practices, aiming to promote products, services, and behaviours supporting sustainability. This chapter discusses key concepts such as green marketing, sustainable branding, and the connection between people, planet, and profit. In addition, this chapter introduces various frameworks and models that can be used to analyse and implement ecological marketing effectively in cities.