1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India
2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India
*Corresponding Author E-mail: nidhi.gopal2019@sims.edu
***smita.m@sims.edu, smita12win@gmail.com
Online published on 2 June, 2018.
Green Marketing refers to the satisfaction of consumer needs and desires which are aligned with the conservation of environment. With the increased awareness for protection and conservation of environment, research interest in the topic has been on a rise. Within the framework of the research tools, this paper tends to focus on the impact of green marketing on the companies. A systematic literature review methodology has been adopted so as to identify the main themes on the adoption of Green Marketing and its impact on the companies. A total of 22 articles were included for the purpose of the review which majorly covers five research themes-green competitors, financial aspect, green marketing and labour productivity, impact of implementing green operations and use of eco labels. Both thematic and methodological review have been taken into consideration for the purpose of future research suggestions.
systematic review of literature, methodological review, thematic review, green marketing, companies’ performance, marketing strategy, green brands
