Greening the Brand: Environmental Marketing Strategies and the American Consumer

Abstract

As consumers have priori-tised the environment in their purchasing decisions, corporations have responded, adding labels, new brand names and environmental performance information on a variety of products in a concerted effort to seize the environmental opportunity. Environmental marketing presents a bold and exciting opportunity for corporate America to start delivering something many consumers have been seeking for years: products that are environmentally responsible in their production, packaging, performance and disposal. As American consumers demanded improved environmental performance, companies answered with a pantheon of environmentally 'conscious' or environmentally 'friendly' products. American consumers have become better educated on environmental issues and more active stewards of global, local and personal environmental health. To understand more completely the realities behind concepts such as green marketing and the environmental market: the environmental consumer, the environmental company, environmental products, and marketing the environment.

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