Sustainable Green Marketing Strategies for a Circular Economy: African Realities and Imperatives

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Asphat Muposhi Brighton Nyagadza

Sustainable Green Marketing Strategies for a Circular Economy

African Realities and Imperatives

Asphat Muposhi, Brighton Nyagadza

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English

Palgrave Macmillan
16 April 2025

Economic systems & structures; Sales & marketing; Sustainability

Series: Palgrave Studies of Marketing in Emerging Economies

Developing countries are known to be ambivalent to making a transition to green economies due to a fear of investment costs related to clean technologies and the possibility of job losses. This book is founded on the proposition that green marketing governance is central to the transition to a circular economy.

Building on seminal work on green marketing in emerging economies, this book develops a micro-macro perspective to present the realities and imperatives that facilitate or inhibit the realisation of the sustainable green marketing agenda in Africa. It examines the willingness of consumers to support sustainable consumption practices such as the sharing economy and to engage with circular economy practices such as recycling and reusing. It also critically reflects on the strategies, commitments and sacrifices that are required for the fulfilment of the sustainable green marketing agenda in Africa.

The book is informed by the desired aspirations of the United Nations 2030 Agenda for Sustainable Development and Africa’s developmental blueprint, Agenda 2063.

Edited by: Asphat Muposhi, Brighton Nyagadza
Imprint: Palgrave Macmillan
Country of Publication: Switzerland
Dimensions: Height: 210mm, Width: 148mm,
ISBN: 9783031816260
ISBN 10: 3031816269
Series: Palgrave Studies of Marketing in Emerging Economies
Pages: 275
Publication Date: 16 April 2025
Audience: Professional and scholarly , College/higher education , Undergraduate , Further / Higher Education
Format: Hardback
Publisher's Status: Active

1. Sustainable Green Marketing Strategies for a Circular Economy in Africa: An Introduction.- 2. Beyond Formal Law: Harnessing African Indigenous Knowledge to Foster Green Marketing Governance and Sharing Economy.- 3. Green Corporate Governance and Sustainable Development Goals: Lessons for Africa from Global North.- 4. Evaluating Green Marketing Strategies: Role of Sustainability Indicators.- 5. Underlying drivers of social innovation acceptance: A Case of reusable sanitary towels.- 6. Efficacy of Green Marketing as a Sustainable Business Model: Multi-Case Study Analysis.- 7. Examining consumer perspectives in marketing of green products.- 8. Fostering sustainable tourism through green marketing practices at world heritage tourism sites.- 9. Advancing Sustainable Green Marketing Agenda in Africa through Green Supply Chain Management.- 10. Green Reverse Logistics as a Sustainable Strategy Towards Circular Economies in Africa.- 11. Artificial Intelligence Driven Green Marketing Strategies for a Circular Economy.- 12. Disseminating sustainable end-of-life product disposal information through social media nudging.- 13. Sustainable Green Marketing Strategies for a Circular Economy in Africa: A Conclusion.

Dr. Asphat Muposhi (PhD, DTech) is a Postdoctoral Fellow in the Marketing Division at University of the Witwatersrand, Johannesburg, South Africa. He has published several articles in international peer-reviewed journals under the Sage publications, Cambridge, and Inderscience stables. His research interests are in green consumerism, environmental sustainability and environmental education. Dr. Brighton Nyagadza is a CABS (UK) Certified Business and Management Educator (CMBE) who holds a Ph.D. in Marketing. He is a full time Digital Marketing academic and currently Unit of Assessment Lead for Business and Management Studies at York St. John University (YSJU), London Campus, England, United Kingdom. He has produced books with Routledge of Taylor & Francis Group, CAB International United Kingdom (UK), Palgrave MacMillan, and published in reputable international journals.