• advertising
• green
• marketing
• strategies
• sustainability

The purposes of the current research are to review and integrate the literature surrounding green marketing and examine the consumers’ reaction to the marketing communication campaigns regarding green products.
First of all, an analysis of the growing number of ethically minded consumers is provided, investigating the significant diffusion of responsible and eco-conscious attitude in consumers’ purchasing criteria. Given the increasing environmental concern, a new ethical market segment is developing and its growth has inevitably attracted the interest of companies seeking to meet the needs of their stakeholders. As a result, worldwide organizations are adopting green marketing strategies to tap into potentially profitable ethical market segment. This study identifies and examines these strategies, focusing on the topic of green innovation products. Then, a particular attention is given to the analysis of marketing communication campaigns that are carefully designed to promote the environmentally sustainable credentials of companies’ green innovation products. With an empirical investigation the effectiveness of green marketing campaigns is examined to identify the key success factors and market opportunities while also offering a study that can help future research. The ultimate aim of the empirical investigation is analysing the factors influencing green purchasing intentions.