Green marketing: legend, myth, farce or prophesy?

  title={Green marketing: legend, myth, farce or prophesy?},
  author={Kenneth John Peattie and Andrew Crane},
  journal={Qualitative Market Research: An International Journal},
  • K. Peattie, A. Crane
  • Published 2005
  • Business
  • Qualitative Market Research: An International Journal
Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. Design/methodology/approach – The paper examines elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 “Has marketing failed, or was it never really tried” of seeking to identify… 
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