Green marketing and consumerism as social change in China: Analyzing the literature

Qingyun Zhu, Joseph Sarkis*

*Corresponding author for this work

Research output: Contribution to journalReview Articlepeer-review

90 Citations (Scopus)


China has faced environmental concerns due to its increased economic growth. Corporations are under various pressures to address environmental issues and may be critical to social change in China. Competitive advantage from building green markets and green consumers can occur as social mores and norms evolve. Sustainable consumption can also be managed through green marketing and green consumerism efforts. This paper reviews the emergent research on green marketing and consumerism in China. A total 52 peer reviewed journal publications are identified and reviewed from a variety of journals ranging from technological to marketing based journals. A conceptual framework has been used to identify gaps and future research directions based on marketing strategy, industrial sector, international comparisons, and green consumerism, all of which play a role in society and its sustainability. This work is the first to analyze green marketing and consumerism in China.

Original languageEnglish
Peer-reviewed scientific journalInternational Journal of Production Economics
Volume181, Part B
Issue numberNovember
Pages (from-to)289-302
Number of pages14
Publication statusPublished - 09.06.2016
MoE publication typeA2 Review article in a scientific journal


  • 512 Business and Management
  • China
  • Green marketing
  • Green consumerism
  • Environmental sustainability
  • Literature review


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