Paper Details

Name: Nagamani C G & Anouja Mohanty
Country: India

Year: 2025
Volume: Volume No: 12, Issue No: 2, Year: 2025 (Special Issue)
Page Number: 101-111
DOI: https://doi.org/10.5281/zenodo.17897907

ABSTRACT
This is a review study where the researcher examines the ways in which the application of
green marketing concept into educational policy structures can enhance environmental
citizenship and promote sustainable behaviour among the learning institutions. The research
is based on the synthesis of theoretical, empirical, and policy-oriented views of the
intersection of sustainability education, behavioral communication, and institutional
governance rather than reading lists and other related areas through the use of the scoping
review methodology of Arksey and O'Malley (2005). The review is based on Scopus
database and UNESCO and OECD repositories and determines the key policy entry points,
including the design of the curriculum, the branding of the institution, operational
management, and community partnerships, in which entry point green marketing can be
applied ethically and effectively.
The results indicate that whole-institution strategies facilitated by the ESD 2030 Roadmap by
UNESCO and sustainability frameworks by the European Commission are the most effective
when used with behaviorally informed strategies like nudges, boosts, and social marketing
campaigns. The combination of these interventions with open communication and the ability
to report on sustainability increases greatly pro-environmental attitudes, trust, and civic
engagement among the students. The result of the analysis also highlights the necessity of
ethical governance as the means of avoiding greenwashing and promoting integrity in
communication. Besides, the consistency between the green marketing strategies and the
OECD Learning Compass 2030 competencies allows education systems to make
sustainability rhetoric actionable in terms of citizenship output.
The research findings also conclude that green marketing can be institutionalized in
educational policies by means of systemic, transparent, and competency-based models that
can help turn educational institutions into a source of sustainable culture and civic duty.
Future studies need to undertake longitudinal and equity-based studies to determine the long
term effect of these policy integrations on the development of environmental citizenship.
Keywords:
The green marketing, environmental citizenship, educational policy, sustainability education,
environmental awareness, sustainable development, policy integration, eco-conscious
behavior.