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Research Paper | Management | Volume 15 Issue 7, July 2026 | Pages: 1356 - 1358 | India
Clean Value-Adapting the Theory of Consumption Value for Green Marketing
Abstract: The ever-increasing concerns sustainability have sparked intense debates and actions across various sectors, with marketing playing an important role in influencing both the problem and potential solutions. This article maps the historical growth of green marketing, discusses current trends, and directions for future to enhance sustainability within marketing practice. Green marketing is based on resource conservation, social and ethical considerations. We aim to have a deeper understanding of green marketing and explore solutions that will contribute to a sustainable future. According to (McDonough and Braungart, 2002, Mont and Heiskanen, 2015) the natural resources used in production, marketing and consumption should be avoided, minimised or recycled. Over time marketing has promoted the over-consumption of resources in ways that do not appreciate the delicate balance in our planet. The traditional marketing view has contributed to negative environmental impacts by looking on economic growth as an avenue to satisfy our needs at any cost (Csikszentmihalyi, 2000, Swim et al., 2011).
Keywords: Clean Value, Green Marketing, Green Consumer Behaviour, Theory of Consumption Value
How to Cite?: John Pravin Motha, Dr. Thomason Rajan Kolath, "Clean Value-Adapting the Theory of Consumption Value for Green Marketing", Volume 15 Issue 7, July 2026, International Journal of Science and Research (IJSR), Pages: 1356-1358, https://www.ijsr.net/getabstract.php?paperid=SR26716120720, DOI: https://dx.doi.org/10.21275/SR26716120720