The American Marketing Association defines Green Marketing as “the development and marketing of designated products to minimize the negative effects on the physical environment, or to improve its quality” and also highlights that those are “organizations’ efforts to produce, promote, pack and claim products in a sensitive or responsive way to ecological concerns, “a somewhat abstract definition that well defines the concept of Green Marketing, always linking it to Social Marketing.
On the other hand, The Green Marketing Company, defines Green Marketing as “those promotional activities aimed at taking advantage of the changes of a consumer’s attitude about a brand. These changes are influenced by policies and practices that affect the quality of the environment and reflect the level of concern for the community. ”
If we summarize the two definitions given by these two institutions, we define Green Marketing as “the practices that generate the brands to improve the environment, with the objective of adding a competitive advantage and a change of consumer perception about the brand, demonstrating that they care about the environment”
