Green consumer marketing. American and European perspectives

This paper examines the concept of 'green marketing' from both an American and European viewpoint. The rationale for a company adopting this strategy is discussed.

Green Consumer Marketing: American and European Perspectives

Patrick E. MurphyInstitute for Ethical Business Worldwide, University of Notre Dame, Mendoza College of Business, United States

John CommiskeyUniversity of Notre Dame, United States

INTRODUCTION

Green, or environmentally friendly, consumer products are becoming increasingly important to both marketers and consumers. Today, green marketing opportunities are driven by the largest demographic group in the history of America: the maturing Baby Boom population. Baby Boomers represent nearly one-third of the total U.S. population. The deep-rooted values established in their youth shaped the lifestyles and decisions of this powerful consumer segment.1

The Baby...

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