Abstract
Concern for the environment has become one of the most important issues of the 1990s. Both in Europe and the United States, companies have discovered that consumers will buy products, or avoid their purchase, based upon environmental considerations. This phenomena, referred to as Green Marketing, involves the marketing response to the design, production, packaging, use and disposal of products. This article traces the evolution of green business, and the societal catalysts and pressures that have resulted in green marketing. Next, key green marketing issues and activities, both in Europe and the United States, are discussed. Finally, key implications and implementation strategies are suggested.
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