Green but How Green?

Abstract

Consumers have gradually started to show more and more interest in green products and switched their purchasing behavior to buy green products. Changes in consumers' demands have created a growing market for green products, as customers become more concerned on the environment, health, and wealth in order to protect the earth's resources and the environment. On the other hand, manufacturers have become more active and sensitive about the issue of contributing their brand image to satisfy the demand and be compatible with compelling legal regulations. Green products refer to the products that have less or no impact on the environment, help to preserve the natural environment, and can be recycled or conserved. In this chapter, the authors aim to draw a framework for green product evaluation programs and explain how they could be used in terms of marketing.