Green marketing, sometimes referred to as “environmental marketing” or “ecological marketing,” is a recent and emerging system of labeling and advertising for products and services that are promoted by claims of either a reduction or elimination of negative ecological impact. A constituency of businesses and individual consumers subscribing to this trend is rapidly developing for motives both financial and of genuine environmental concern. Although the number of businesses that advertise their products and services as “green” has continued to grow, this marketplace transformation has been delayed by a lack of clarity in what constitutes being green. Although corporate interests often remain hesitant to expose themselves to the financial liabilities of civil or regulatory reprimand as a result of perceived embellishment, the individual consumer often regards ...

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