JOURNAL OF MARKETING MANAGEMENT CALLS FOR PAPERS



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Guest Editors: Morven G. McEachern and Marylyn Carrigan

As predicted by Prothero (1998, p.507), green/ethical marketing over the last decade has been unquestionably
confirmed as “the fad that won’t slip slide away.” Moreover, the empirical interest in this area has been
complemented by increasing corporate attention and activity in the marketplace, with companies such as Marks &
Spencer, Nestlé, Tesco and Proctor & Gamble now competing on green/ethical credentials to earn greater loyalty from
more ethically ‘conscious consumers.’ The topic of green/ethical marketing has successfully entrenched itself as a
central component of the marketing discipline. However, as we re‐visit the subject of contemporary green/ethical
issues a decade after the publication of the original Journal of Marketing Management special issue (Vol.14 No.6),
there is a need to evaluate the empirical development that has taken place as well as give some thought to its future
direction. In particular, theoretical and empirical papers are invited in the following areas: