Maria Agustini, Anna Baloran, April Bagano, Ana Tan, Sentot Athanasius, Berta Retnawati
Green marketing has become increasingly important to promote environmental sustainability, and studies on the subject have been conducted, especially in developed countries. Therefore, this research evaluates the green marketing practices and issues of the selected firms in emerging countries. Information from in-depth interviews with three firms each from Indonesian and Philippines, which produce green products were explored and analyzed. The findings showed that the practices were slightly different due to variations in the level of knowledge, and the lack of consumers’ awareness and acceptance of the product was the main issue faced by firms. © 2021 Taylor & Francis Group, LLC.
Unika Soegijapranata, Semarang, Indonesia; University of San Carlos, Cebu, Philippines; Universitas Katolik Soegijapranata, Semarang, Indonesia
