Green marketing refers to companies trying to reach out to customers with products and services that are harmonious with natural resources and are manufactured ethically. This is in response to the growing awareness of environmental protection globally after the oil spill by Exxon and other such incidents that harm the environment. Greenpeace and other such organizations contribute by bringing about an awareness of the ozone layer depletion and global warming. Now, some consumers prefer to do without products that are environment hostile and openly boycott them. Instead, they prefer paying a premium for products or services offered by ‘green’ or environment-friendly companies. Green marketing refers to companies trying to reach out to customers with products and services that are harmonious with natural resources and are manufactured ethically. This book covers an in-depth study of green marketing, its advantages and opportunities, green product design, and related aspects, besides its applications in the IT industry, and presents case studies relating to Body Shop, Prius, Green & Black’s, Eco Paraiso and BP.
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