Green marketing

Green marketing refers to the marketing of products that are considered environmentally safe. It encompasses a broad range of activities, including product modification, changes to the production process, sustainable packaging, and modifications to advertising. However, defining green marketing is not a simple task. Other terms that are often used interchangeably are environmental marketing and ecological marketing.

Green, environmental and eco-marketing are part of the recent marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but also seek to challenge those approaches and provide a substantially different perspective. More specifically, these approaches seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment.^[1]

The legal implications of marketing claims call for caution or overstated claims can lead to regulatory or civil challenges. In the United States, the Federal Trade Commission provides some guidance on environmental marketing claims. The commission is expected to do an overall review of this guidance, and the legal standards it contains, in 2011.^[2]