Special Issue on Green Marketing in Business to Business Marketing and New Media

This e-book focuses on green marketing in the business-to-business context with a special emphasis on new media. Although the body of academic literature on green marketing and environmental issues has expanded in recent years, contributions have mainly concentrated on consumer product development, organizational purchasing and green marketing strategies. A majority of studies have discussed the importance of greenness in consumer marketing and relatively little research has been conducted in business-to-business settings such as industrial marketing. With respect to the use of new media in environmental and green marketing communications, literature has just started to emerge.