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...