Green Marketing: A Global Issue to Enhance Natural Environment

Abstract

In many cities around the world, air and water pollution have reached dangerous levels. World concern continues to mount about the depletion of the earth’s ozone layer and  the resulting “greenhouse effect” a dangerous warming of the earth. An explusion of “environmentally friendly” products and marketing programs appeared as firm after firms tried to capitalize on consumers’ perceived increased sensitivity to environmental issue. this study reviews the concept of sustainable production and consumption considering protecting or enhancing the natural environment. The study adapt a qualitative content analysis and the researchers developed themes relevant to green marketing, and sustainable development. It concluded that the adoption of green marketing philosophy makes  the organization close to its customers particularly those who have an environmental concern. The study recommended that government should modify consumers and industry’s use of harmful goods and ensure that businesses provide accurate information on the environmental aspect of their activities.