Green Marketing, also known as
environmental marketing and
sustainable marketing, refers to an
organization’s effort at designing,
promoting, pricing and distributing
products that will not harm the
environment. The purpose of the paper
is to study and review the history of
“green marketing” and to provide a
critique of both theory and practice
in order to understand how the
marketing discipline can contribute to
progress towards greater
sustainability. It also emphasizes the
impact of environment on business,
the opportunities to capitalize on the
demand for green products; as the
more innovative companies will reap
benefits, and those who are rethinking
products and processes will
be the leaders of the future.
It also highlights why progress towards
a more sustainable environment has
proved so difficult, and outlines some
of the more radical changes in thought
and practice that marketing will need
to adopt before it can make a
substantive contribution towards
greater sustainability.

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