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 5
Nandini Dhyani is an academician and researcher specializing in Human Resource Management and Organizational Behaviour. She serves as an Assistant Professor at the Graduate School of Business, Tula’s Institute, Dehradun, Uttarakhand, India, and brings more than seven years of experience in higher education. Her academic interests include leadership, employee engagement, recruitment and selection, training and development, industrial relations, strategic HR practices, and contemporary workforce management. Her earlier professional experience as a Recruitment Consultant further strengthens her practical understanding of talent acquisition, employee behaviour, and organizational dynamics.
As the author of Chapter 5, “Linking HRM, OB, and Sustainable Marketing Transformation,” in Green Future: Transforming Marketing Practices for Sustainability, she examines how internal people-management systems influence the credibility and effectiveness of sustainable marketing. The chapter explains the role of Green HRM practices, ethical and transformational leadership, employee motivation, psychological ownership, organizational culture, and green identity in developing sustainability-oriented behaviour. It also connects these internal practices with consumer trust, green brand equity, ESG credibility, employee advocacy, and long-term marketing performance. Through an interdisciplinary approach and relevant organizational examples, the chapter demonstrates that authentic sustainable marketing depends on the alignment between organizational policies, employee behaviour, and external brand communication.
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