Green marketing: what the Millennial buy

摘要

Without a question, green marketing is a major trend in competitive business. The practice of green marketing is largely growing as a result of the increased value consumers place on sustainability. Regardless of size, companies recognize the benefits of going green. In 2009, a study conducted by the American Marketing Association revealed that over half of corporate marketers thought their companies would increase sustainability efforts throughout 2010 and 2011 (AVS Group). In addition, 43 percent stated that their companies would increase the marketing of these efforts (AVS Group). Although various definitions of green marketing exist, we adhere to the definition provided by Grewal and Levy (2008), such that green marketing is defined as a strategic effort made by firms to provide customers with environment-friendly (i.e. eco-friendly or green) merchandise.