World-wide
evidence indicates that people are becoming
concerned about the environment and are
changing their behaviour accordingly.
As a result, there is a growing market
for sustainable and socially responsible
products and services. When all else is
equal - quality, price, performance and
availability - environmental benefit will
most likely tip the balance in favour
of a product.
This paper will attempt 1) to introduce
the terms and concepts of green marketing;
2) briefly discuss why going green is
important; 3) examine some of the reason
that organizations are adopting a green
marketing philosophy; 4) discuss successful
cases in green marketing and 5) mention
some of the problems associated with green
marketing.
