As a result of media coverage and other events, public awareness and concern about the environment, particidarly in highly industrialized countries, has grown. Given the desire of many consumers for environmentally sound products, many companies have begun to focus on the positive environmental attributes of their products in their marketing communications. This article examines a number of issues (e.g. consumer understanding of environmental claims and the regulation of such claims in the United States and Australia) surrounding the use of environmental marketing claims. Suggestions are then made for improving environmental marketing so as to yield real benefits for consumers and society.
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