This book offers actionable, research-backed strategies to transform marketing practices into eco-friendly, sustainable approaches. Green to Gold: Marketing strategies for a sustainable future provides readers with a comprehensive guide on how to create successful, resilient brands that prioritize sustainability while meeting consumer demands. The content delves into the innovative intersection of marketing and environmental responsibility, with a focus on equipping businesses and marketers to implement strategies that make a positive impact on the planet.

Key topics covered in this book include the following:

Green Marketing and Branding: Techniques for building and promoting brands that stand out for their commitment to sustainability, alongside insights into eco-labels and certifications that influence consumer choices. Consumer Behavior and Sustainability: A closer look at what drives consumer decisions regarding green products, exploring both psychological motivations and the ways companies can effectively engage eco-conscious buyers. Digital

Marketing for Sustainability: How to leverage digital channels to advocate for green values and build online communities committed to sustainable living. Product Lifecycle and Circular Economy: Practical strategies for sustainable product design and end-of-life management, illustrating the benefits of circular economy principles in extending brand value. Corporate Social Responsibility (CSR) and Sustainability: Guidance on aligning CSR initiatives with core marketing strategies to create a unified, authentic brand image that resonates with consumers. Metrics and Accountability in Green Marketing: Tools for measuring the success of sustainable initiatives and ensuring transparency to build trust with audiences. Policy, Regulation, and Sustainable Marketing: An examination of how regulations impact green marketing and the role of industry collaboration in advancing sustainability goals. These topics address the urgent need for businesses to adapt to the growing demands of environmentally conscious consumers.

Autorentext

Anadi Trikha is Assistant Professor in the Department of Management, Centre for Distance and Online Education, Manipal University, Jaipur, where she has served as Course Coordinator and Faculty Member specializing in marketing, data analytics, and sustainability initiatives. With over eight years of academic experience, she has contributed extensively to research and pedagogy, particularly in areas that intersect social media, consumer behavior, and green finance. Her ongoing research interests lie in sustainable investments, the influence of children on household purchasing decisions, and the ethical implications of digital parenting, with publications in Q1 Scopus journals such as the International Journal of Green Economics and Springer proceedings on cyberpsychology and digital empathy.

Anadi's professional journey includes positions in various top private universities, where she played significant roles in industry collaboration and incubation initiatives.