Handbook of Green Communication and Marketing

The global changes in the environment are becoming critical not only for the consumers but also for the managements across the globe. In this contemporary world, an ecological issue such as global warming interests both the marketing practitioners as well as the consumers. The green paradigm in communication and marketing is not simply another hype or buzz word, simply denotes all the activities intended to generate as well as facilitate any exchange in order to satisfy human needs such that satisfying these needs happen with the most minimal input on the environment. If we switch our attention from the shareholders to the stakeholders and think the world as limited and with limited resources, thinking green is not just an option but is the only option. Green becomes an umbrella term not only for ecologic aspect of communication and marketing but also for sustainability issues, ethics, social corporate responsibility, critical consumption, production and distribution. Technologies may have a crucial role in the going green process and gave huge opportunities the green marketing strategist. Thinking green has a strong ties with the technology evolution. Decreasing energy consumption, pollution and waste are key elements even for the rationalized process and for maximizing wealth and wellbeing.