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.
About Book
Read Full Chapter
Chapter 4
Dushyant Kumar is an experienced international educator, researcher, examiner, and academic mentor with nearly two decades of teaching experience across Indian and international curricula. He currently serves as an IBDP Biology, Environmental Systems and Societies, and IBMYP Biology educator at Genesis Global School. His professional experience includes academic assessment, Extended Essay supervision, research mentoring, collaborative science projects, and international curriculum implementation. He has also worked with institutions in India and Indonesia and contributed as an IBDP examiner, moderator, and Cambridge assessment specialist.
In his chapter on sustainability, marketing, and the educational interface in Green Future: Transforming Marketing Practices for Sustainability, he explains how education shapes environmental awareness, ethical values, and sustainable consumer behaviour. The chapter applies behavioural and institutional theories to examine the role of sustainability-focused curricula, green campuses, student initiatives, and digital learning platforms. It further explores how educated consumers influence corporate green marketing, ESG transparency, ethical communication, and responsible product development. By connecting education, consumer behaviour, artificial intelligence, policy frameworks, and regenerative marketing, the chapter presents educational institutions as important drivers of sustainable market transformation.
DOI:
