Green consumer marketing

Date of publication: May 11, 2004

Abstract:

This paper examines the concept of 'green marketing' from both an American and European viewpoint. The rationale for a company adopting this strategy is discussed. Both voluntary self-regulation and government regulation of this area is summarized. The CERES Principles, Green Seal and Blue Angel programs are singled out. Four specific U.S. examples of exemplary green marketing firms are provided. Finally, the fact that green marketing should be inherently ethical is addressed.

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