Green Marketing

Green marketing refers to a broad range of activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, with minimal detrimental impact on the natural environment. It involves adopting resource conserving and environmental friendly strategies in all stages of the value chain. Other synonymous terms such as sustainable marketing and environmental marketing have also been used to denote this term. They are perceived as costefficient, effective, and just tools of handling problems related to the impact of economic activity on the environment and are often a means of sustainable competitive advantage.

Several companies have proactively implemented green marketing programs to improve their business offerings in several different ways. Some recent notable examples follow:

• British Petroleum has committed to spending $350 million ...