Developing countries are known to be ambivalent to making a transition to green economies due to a fear of investment costs related to clean technologies and the possibility of job losses. This book is founded on the proposition that green marketing governance is central to the transition to a circular economy.

Building on seminal work on green marketing in emerging economies, this book develops a micro-macro perspective to present the realities and imperatives that facilitate or inhibit the realisation of the sustainable green marketing agenda in Africa. It examines the willingness of consumers to support sustainable consumption practices such as the sharing economy and to engage with circular economy practices such as recycling and reusing. It also critically reflects on the strategies, commitments and sacrifices that are required for the fulfilment of the sustainable green marketing agenda in Africa.

The book is informed by the desired aspirations of the United Nations 2030 Agenda for Sustainable Development and Africa’s developmental blueprint, Agenda 2063.

 Dr. Asphat Muposhi (PhD, DTech) is a Postdoctoral Fellow in the Marketing Division at University of the Witwatersrand, Johannesburg, South Africa. He has published several articles in international peer-reviewed journals under the Sage publications, Cambridge, and Inderscience stables. His research interests are in green consumerism, environmental sustainability and environmental education.

Dr. Brighton Nyagadza is a CABS (UK) Certified Business and Management Educator (CMBE) who holds a Ph.D. in Marketing. He is a full time Digital Marketing academic and currently Unit of Assessment Lead for Business and Management Studies at York St. John University (YSJU), London Campus, England, United Kingdom. He has produced books with Routledge of Taylor & Francis Group, CAB International United Kingdom (UK), Palgrave MacMillan, and published in reputable international journals.