GURU JAMBHESHWAR UNIVERSITY

OF SCIENCE AND TECHNOLOGY

A LITIRATURE REVIEW ON AN INVESTIGATION OF GREEN MARKETING

PRACTICES AND ITS IMPACTS ON CONSUMERS’ WELFARE:

By MELESE WAKTOLA ERBA

SUPERVISOR: DR. RAJIV KUMAR

5/27/2018 Melese Waktola 1

 An Introduction
 An extensive review of literature was carried
out by the researcher; it has been found that
majority of the studies were foreign based and
few studies were of Ethiopian origin. From the
below mentioned studies, the researcher has
found the research gaps which are mentioned at
end of this chapter.
5/27/2018 Melese Waktola 2
 Cont…
 Green marketing is becoming a popular research
area and many theories have been proposed in
the context of green marketing and consumer
behavior. Therefore, this paper will focus on the
key literature that has been studied surrounding
the research topic.

5/27/2018 Melese Waktola 3

 Conti……
 The key aspects of green marketing practices and
its effects, green consumer behavior and
companies responsiveness on eco-labeling, green
advertising, and green branding, green pricing,
green packaging, environmental awareness will
be explained primarily based on the effects of
green marketing practices on consumer welfare
patterns.
5/27/2018 Melese Waktola 4
 Conclusion
 The above mentioned literature review has given the
insight about the various research conducted in the
field of green marketing. The mentioned research
works have been selected as they are in line with the
research topic and gives an idea about the research
gap. It is noted that very few research in this area has
been conducted in Ethiopian context. Finally based on
this reviews the conceptual frame work of the study
were developed to link the green marketing practices
5/27/2018 Melese Waktola 5
 The reviewed literature consider the
researches which have been seen the
green marketing theoretical aspects,
practical implications, and importance of
green marketing and practices of green
marketing variables in large scale
manufacturing industries.

5/27/2018 Melese Waktola 6

 Cont…
 Moreover, the green marketing variables
are identified to understand the concept
of the topics under investigation with the
views of highlighting green brands, eco
labels, green promotion, environmental
awareness, green packaging, green prices
and its implications on consumer welfare,
environmental waste

5/27/2018 Melese Waktola 7

Thank you

5/27/2018 Melese Waktola 8