Green marketing and company’s brand image

The objective of this book is to conduct a comprehensive examination of the influence of green marketing on the brand image of organisations. This analysis will delve into the several dimensions and elements that lead to either a favorable or unfavorable effect. The research will conduct a comprehensive analysis of relevant scholarly articles, case studies, and empirical investigations, with a focus on examining consumer attitudes, stakeholder involvement, and the implementation of corporate social responsibility initiatives. The results of this study presented in this book will provide significant contributions to organisations that are in the process of adopting green marketing strategies, as they will provide vital insights and help boost their brand image. This book aims to ascertain the primary determinants that influence consumer behaviour and decision-making processes in relation to environmentally sustainable goods or services. This research is a valuable contribution to the current body of information on green marketing and its influence on the brand image of organisations. It offers practical insights that firms may consider in their sustainability endeavors.