Green marketing and sustainable consumerism

Abstract

Green marketing began in Europe in the early 1980s when certain products were found to be harmful to the earth's atmosphere. Consequently new types of products were created, called "green" products, that would cause less damage to the environment. The movement quickly caught on in the United States and has been growing steadily ever since. The development of ecologically safer products, recyclable and biodegradable packaging, energy-efficient operations, and better pollution controls are all aspects of green marketing. Green marketing has produced advances such as packages using recycled paper, phosphate-free detergents, refill containers for cleaning products, and bottles using less plastic. This paper deals with green marketing and it is very important in the context of unsustainable means of production and consumption of goods and services. It outlines the concept of sustainable consumption, green consumerism, green products, green promotion issues, green labelling¸ eco-sponsoring and eco-labelling. This paper narrates the importance of green marketing and sustainable consumerisms. KEY WORDS: Green marketing, green consumerisms, green products, green promotion and green labeling.