The preservation, conservation, and protection of our physical or “green” environment (i.e., environmentalism) pose a crucial challenge to business. Many executives believe that environmentalism will become one of the critical issues organizations will need to integrate into their activities for successful operations in the twenty-first century. Hence, concern over the environment has emerged as an important topic in the practice of marketing.

The articles included in this book are both conceptual and empirical in nature, and represent the broad spectrum of work being undertaken in this topical area. The main objective of this book is to introduce readers to a number of green marketing issues. The materials included are presented to assist both practitioners and academics to better understand the implications of green marketing.