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Green Marketing Mix From the Perspective of Service Sector: Leveraging Marketing of Services With Green-SIVA Marketing Mix Elements

aKhadim Ali Shah Bukhari Institute of Technology (KASBIT), Pakistan
bUniversity of Sufism and Modern Sciences, Pakistan
cUniversity of Sindh, Pakistan
dKarachi University Business School, Pakistan

Entrepreneurship and Green Finance Practices

ISBN: 978-1-80455-679-5, eISBN: 978-1-80455-678-8

Publication date: 14 December 2023

Abstract

The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.

Keywords

Citation

Sultan, M.F., Tunio, M.N., Shaukat, G. and Asim, M. (2023), "Green Marketing Mix From the Perspective of Service Sector: Leveraging Marketing of Services With Green-SIVA Marketing Mix Elements", Raza, S.A., Tunio, M.N., Ali, M. and Puah, C.H. (Ed.) Entrepreneurship and Green Finance Practices, Emerald Publishing Limited, Leeds, pp. 267-283. https://doi.org/10.1108/978-1-80455-678-820231014

Publisher

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Emerald Publishing Limited

Copyright © 2024 Muhammad Faisal Sultan, Muhammad Nawaz Tunio, Ghazala Shaukat and Muhammad Asim. Published under exclusive licence by Emerald Publishing Limited