This paper reviews systematically the emerged literature on green marketing. It specifically analyzes: 1) the dominant definitions of Green Marketing and their evolution over time, and 2) the characteristics of Green Marketing Mix elements. A conceptual framework of green marketing mix has been identified for future research direction based on green marketing mix. This study provides an in-depth analysis and synthesis of the body of knowledge and provide a comprehensive overview of green marketing mix, as such, it has important implications for managers, scholars, and students. |
