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...