Chapter 7: Green marketing and morality.

This chapter discusses green marketing practices and processes, and morality in green marketing. Environmental considerations had impacted upon marketing, in one form or another. In some firms, products with environmental attributes were being developed or were currently marketed; in others, environmental considerations were less directly product-related and impacted more on packaging and distribution systems, or communications policies. Contemporary green marketing practice as perceived and presented by respondents in the case organizations are discussed in this chapter. This covers both tactical (marketing mix) and strategic issues, before going on to set out a more grounded theory of green marketing. This is followed by an examination of where and how morality is found to have impacted upon green marketing. The classification of moral arenas in marketing is utilized such as macro and micro moral domains. Implications are also drawn for different views of organizational greening. The findings relating to the three organizational approaches have been developed in order to present a clear analysis of green marketing practice and of its moral dimensions. And finally, the mainpoints in the chapter are summarized and some brief conclusions are set out.