The book explores important areas such as green consumer psychology, behavioural transformation, green nudging, artificial intelligence in sustainable marketing, climate-risk communication, resilience branding, regenerative marketing, circular consumption, nature-positive business models, and stakeholder-oriented value creation. It also examines how educational institutions shape sustainability-conscious consumers and how Green Human Resource Management, organizational culture, leadership, employee behaviour, and ESG practices influence the authenticity of sustainable marketing.
A central theme of the book is that meaningful sustainability begins within organizations and extends outward to consumers, communities, markets, and ecosystems. The chapters demonstrate that responsible marketing depends not only on environmental communication but also on transparent business practices, ethical governance, employee alignment, technological innovation, and measurable social and ecological impact.
With its interdisciplinary and application-oriented approach, the book serves as a valuable resource for students, research scholars, academicians, marketing professionals, HR professionals, business leaders, policymakers, and readers interested in sustainable development. Published by Geet Govind Publication, it contributes to contemporary academic publications by offering practical and research-based insights into how businesses can create economic value while supporting environmental responsibility, stakeholder trust, and long-term societal well-being.
Green Future: Transforming Marketing Practices for Sustainability is an interdisciplinary academic book that examines how marketing is evolving in response to environmental challenges, technological advancement, changing consumer expectations, and the growing demand for responsible business practices. The book presents sustainability not merely as a promotional theme, but as a strategic approach that influences consumer behaviour, organizational systems, branding, innovation, education, leadership, and long-term market performance.
Edited by Prof. Harshit Agarwal, Professor of Marketing and Management at DBS Global University, Dehradun, Uttarakhand, India, and co-edited by Prof. (Dr.) Parikshit Kala, Professor at the Graduate School of Business, Tula’s Institute, Dehradun, the book brings together diverse academic perspectives on sustainable and future-oriented marketing. Their editorial guidance gives the volume a strong balance of conceptual depth, contemporary relevance, and practical application.
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Prof. (Dr.) Parikshit Kala, Co-Editor of Green Future: Transforming Marketing Practices for Sustainability, is a distinguished academician, researcher, author, and management professional with more than twenty-six years of combined academic and industry experience. He serves as a Professor at the Graduate School of Business, Tula’s Institute, Dehradun. His expertise spans Marketing Management, Managerial Economics, Services Marketing, Logistics Management, strategic studies, academic leadership, and research supervision.
In his chapter, “From Sustainable Marketing to Regenerative Marketing: A Paradigm Shift,” Dr. Kala examines the progression from conventional and sustainable marketing toward regenerative, nature-positive business practices. The chapter explores regenerative value creation, ecosystem restoration, biodiversity-focused marketing, circular consumption, reverse markets, product life-extension strategies, stakeholder capitalism, and regenerative brand leadership. It also discusses community-centred development, inclusive growth, ecological performance measurement, green finance, ethical governance, and future-oriented marketing frameworks. By linking profitability with environmental restoration, social resilience, and stakeholder prosperity, the chapter presents regenerative marketing as a strategic approach for building responsible, resilient, and long-term value-creating organizations.
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