State of green marketing research over 25 years (1990 2014) Literature survey and classification
Purpose The purpose of this paper is to present a literature survey on, and classification for, green marketing research. Design/methodology/approach Suitable keywords were used to search peer reviewed journal articles published in marketing, business and management journals in duration 1990 2014. The articles identified were screened for titles, abstracts, keywords, frameworks, headings and sub headings that resulted in 161 relevant articles. These articles were classified across thematic categories and their distribution was also presented for year of publication, publication outlets, location of authors, key contributing authors. Findings The articles were classified across four thematic categories: eco orientation, green marketing strategy, green marketing functions and green marketing consequences. It outlined the contribution of the earlier work under each theme, illustrated upon their implications for green marketing practice and research and provided directions for future research. Research