How Marketing Turns to Green: opportunities for a near future

The birth and diffusion of green consumption has gained interest in contemporary society. It portrays a positive perspective of consumerism in the sense that it increases the value of production without using traditional commercial mechanisms that are tied to marketing. The concept of Green Communication and Marketing resides in the application of models that are a premise for a systematic change; a change, rather, in an attempt to overcome the contradictions that lie within temporary marketing. The struggle between green marketing and green washing still exists even if the so called green consumption, refereed to all the eco sustainable practices related to consumption is evolving from a niche to a mainstream trend. Within this framework the role of digital technologies and the so called web 2.0 plays a key role in the proposal of a new model of development.