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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Chapter 3
Ms. Shambhavi Dwivedi is a Learning and Development professional, corporate trainer, and academic facilitator with more than six years of experience across higher education and industry. She currently serves as a Senior Soft Skills Trainer at Rama University, Kanpur, where she conducts programmes in communication, emotional intelligence, professional readiness, leadership, personal branding, and career development. Her expertise also includes instructional design, employee engagement, performance coaching, talent development, conflict resolution, and blended learning. She is pursuing doctoral research in Marketing at GLA University, Mathura.
As the author of Chapter 3 in Green Future: Transforming Marketing Practices for Sustainability, she examines how climate change is reshaping marketing strategy, brand trust, stakeholder communication, and organizational resilience. The chapter explores climate-risk marketing, resilience branding, ESG communication, crisis management, adaptive supply chains, digital technologies, and climate-responsive business models. It further discusses artificial intelligence, predictive analytics, ethical communication, stakeholder confidence, and strategic adaptability. The chapter presents resilience, preparedness, transparency, and responsible decision-making as essential capabilities for organizations operating in increasingly climate-sensitive and uncertain markets.
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