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Green marketing today – a mix of trust, consumer participation and life cycle thinking
1
Poznan University of Economics and Business, Faculty of Commodity Science
2
Poznan University of Technology, Faculty of Machines and Transport
Online publication date: 2017-12-05
Management 2017;21(2):28–48
KEYWORDS
JEL CLASSIFICATION CODES
M31 – Marketing
Q56 - Environment and Development
Environment and Trade
Sustainability
Environmental Accounts and Accounting
Environmental Equity
Population Growth
Q57 - Ecological Economics: Ecosystem Services
Biodiversity Conservation
Bioeconomics
Industrial Ecology
ABSTRACT
A transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.
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