Drivers of green marketing in a constrained economy

In a constrained economy, green marketing can be crucial in modifying unsustainable patterns of production and consumption as well as improving the economy's sustainability. To develop a sustainable built environment and an organizational competitive advantage, this chapter will explore the idea of green marketing, as well as its drivers and future directions, as a strategy for minimizing environmental footprint in the constrained economy. This chapter conducts a systematic review of 89 papers that were published between 2020 and 2024 in prestigious peerreviewed academic journals in the fields of management, biology and agriculture, economics, environmental science, decision and social sciences, psychology, and energy. This chapter suggests that a green vision that carefully balances the vested interests of important value chain players, such as suppliers and customers, is essential for the successful implementation of green marketing. The ability of senior executives to integrate, coordinate, and reorganize organization competencies to accomplish green marketing objectives is also necessary for the effective implementation of green marketing. Seven types of characteristics, namely, behavioral, environmental, and non-environmental values, personal skills, sociodemographic variables, factors relating to producers and products, and context are identified by the analysis as driving forces behind green marketing.