Abstract
America has a long history of environmental awareness which evolved as the country grew and changed during the past 300 years. Today, an environmental concern by the people of the country is mainstream and therefore has become an integral part of corporate America. Explores the development, influence and direction of the US environmental movement. Provides background information to help understand why the marketplace is currently responding to the environmental stimulus. Looks at the marketing methods by which the country is expressing this environmental concern and traces the paths taken by those who first advocated the need for an environmental consciousness. Combines historical aspects of the American environmental movement with addressing the growing challenges facing the integration of business and environmental sensitivity.
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