One business area where environmental issues have received a great deal of discussion is marketing. When the society becomes more concerned with the natural environment, businesses have begun to modify their behaviour to address the society’s “new†concerns. Terms like “Green Marketing†and “Environmental Marketing†have become more popular. Many Governments around the world have become so concerned about green marketing activities that they have attempted regulation. Unfortunately, majority of the people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Pesticide free, Phosphate free, Recyclable, Refillable, Ozone-friendly and environment-friendly are some of the terms consumers most often associate with green marketing. Thus, green marketing incorporates a broad range of activities, including product modification, changes in the production process, packaging changes, as well as modification of advertising. This book captures the history of green marketing since the early 1990s and provides a strategy of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. The market of ecological or green products is growing exponentially at global level with a focus on international marketing strategies of eco-companies. The book highlights the issues surrounding the marketing of ecological products in the international marketplace, the challenges and opportunities for the eco-companies for international marketing, including some case studies. Issues related to product modification, changes in the production process, labeling and packaging changes, modifying advertisement, certification for international market that conform to the green marketing norms are also dealt with.
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