Ways of Avoiding the Green Marketing Myopia as a Driver for Customer Satisfaction: A systematic Journal Review

Green marketing is an emerging area in the marketing which was popular after 2000.Organizations are adapting to the green initiations as a competitive advantage however there are challenges associated with green marketing.Marketing myopia was first explored by Theodore Levitt emphasizing the organizations being product centric rather customer centric without considering needs and wants of the customers.However, with the marketing concept it is identified that consideration of customers' needs and wants.New concept in marketing myopia was green marketing which was discussed with the green marketing tactics followed by the organizations in which overemphasizing of the environmental quality rather customer's satisfaction or misjudging environmental quality and customer's satisfaction.Identifying the customer's green needs and wants required in green marketing as challenges are associated with green marketing initiatives as such leads for green marketing myopia.Three C's principle of consumer value positioning, calibration of consumer knowledge, and credibility of product claim identified as ways of avoiding the green marketing myopia.Green consumer is identified as one who adopts environmentally-friendly behaviors and who purchases green products over the standard alternatives.Green satisfaction of green consumers is when customer sensed that consumption fulfilled some need, goal, desire about environmental or green concerns and fulfilling the green concerns are preferable in which performance exceeds or meeting the green needs of the customers.With that how to satisfy the green consumers is identified in the paper highlighting the ways of avoiding the green marketing myopia with the Green marketing and how that leads for the green consumer's satisfaction.The process of identifying and appraising all published reviews of 21 articles comprised inductive approach and green marketing myopia concept is identified with ways of avoiding it as driver of Green customer satisfaction.Research is based on developing a model in avoiding green marketing myopia as a driver of consumer satisfaction considering the studies of green marketing context.