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Green consumer marketing

Date of publication: May 11, 2004

Catalogue: ESOMAR Responsible Marketing 2004

Authors: John Commiskey, Patrick E. Murphy

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.

John Commiskey

Author

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Patrick E. Murphy

Author

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Commiskey and Murphy (2004a, May 11). Green consumer marketing. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/green-money