Green Marketing - An Introduction

Due to factors such as increased media coverage, increased awareness of environmental issues, raising pressure form environmental groups, stringent legislation and major industrial disasters (McIntosh, 1991; Butler, 1990; Tapon and Leighton, 1991; Charter, 1992; Wagner, 1997) the environment has become a mainstream issue and consequentially consumers are more concerned about their habits and the effect that these have on the environment. (Krause, 1993). According to Coddington, 1993; Davis, 1993; McDougall, 1993; Ottman, 1992a; The Roper Organization, 1990 there is evidence to suggest that consumers are increasingly choosing and avoiding products based on their environmental impact. Many organisations have responded to these changing consumer preferences through the introduction of green products. (Carson and Fyfe, 1992).

What is Green Marketing and what are Green Products?

There is a common perception among the general population that......

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Title: Green Marketing
Approximate Word Count: 3071
Approximate Pages: 13 (250 words per double-spaced page)

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