Green Marketing in Ethiopia: A Systematic Literature Review
Abstract
The goal of this study is to perform a thorough review and synthesis of research articles published since the year 2000 that address green marketing in the Ethiopian context, using a literature review method to analyze eleven chosen articles from the Scopus database and Google Scholar that are available as open-access publications. Employing the PRISMA method (Preferred Reporting Items for Systematic Reviews and Meta-Analyses), the research compiles insights from pertinent literature to illuminate the evolution of green marketing practices in Ethiopia, their implementation across different sectors, the approaches used in the studies, and the obstacles to their broader adoption. The analyzed studies collectively emphasize the changing environment of green marketing in Ethiopia. Although facing issues such as resource limitations and weak policy implementation, green marketing strategies offer considerable opportunities for fostering sustainable development. Using eco-friendly innovations, boosting competitive edge, and implementing tailored industry strategies can speed up Ethiopia's shift to a more sustainable economy.
DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.25.95-117
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Copyright (c) 2026 Elias Shetemam Beshir
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
WEB OF SCIENCE (WoS) & JOURNAL CITATION REPORTS (JCR)
QUALIS - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS
