Chapter 9: Conclusions.

This chapter discusses the extent to which the empirical study concerning the moral aspect of green marketing achieved the aims set out for it, and assesses the overall significance and contribution of the study and its findings. It will be shown how the insights developed here provide important new understandings of marketing, morality and the natural environment. Moreover, by placing the study in a wider organizational, cultural and international context, it will be shown that whilst only a handful of organizations from a single country have been examined here, there are important implications to be gleaned for understanding similar phenomena in other organizations, other countries, and at other times. That is not to say that there are not problems associated with the approach adopted here, and as the chapter proceeds, a number of possible limitations will be identified. In addressing these limitations, it will be elucidated how the literature might usefully be advanced so as to build upon the insights provided here, and indeed consolidate them into a more systematic and concrete stream of theory. Finally, some possible implications of a more practical nature for managers, policy entrepreneurs, green activists and the like will be advance, and in the very last section, to ensure that the essential message has not been missed, and at the very least to summarize the key contributions of the book, a brief summary of my main findings will be provided.