“…This is changing, as there is also a growing body of green marketing research within Asian economies (Wang, Cui and Liang, 2015;Polonsky et al, 2014;Du, 2012) as well as work in other developing countries (Mishra and Sharma, 2010;Pintea, Stanca, Achim and Po, 2014;Gupta and Goldar, 2005). This global examination is essential for preserving the natural environment, for unless firms in developing countries learn how to proactively integrate environmental issues into their strategy, long term sustainability will not be achieved, preventing firms contributing to solving social and environmental issues (Achrol and Kotler 2012;Crilly, Zollo and Hansen, 2012;Zollo, Cennamo and Neumann 2013).…”