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Green marketing: Are environmental and social objectives compatible with profit maximization?

Published online by Cambridge University Press:  30 March 2010

Andrea Woolverton  and
Carolyn Dimitri
Andrea Woolverton
Affiliation:
Economic Research Service, US Department of Agriculture, Washington, DC, USA.
Carolyn Dimitri*
Affiliation:
Economic Research Service, US Department of Agriculture, Washington, DC, USA.
*
*Corresponding author: cdimitri@ers.usda.gov
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Abstract

Along with others, we recognize the impact of human action on environmental quality. At the same time, we note that businesses have entered the ‘green market’. The goal of this paper is to open a discussion about green marketing. We raise questions regarding how firm governance impacts the ability of firms to incorporate environmental objectives into profit maximization. Additionally, we discuss the green marketing strategies that firms have chosen to use, as well as public and private options available for eco-label monitoring and enforcement to avoid additional consumer confusion.

Type
Research Papers
Information
Renewable Agriculture and Food Systems , Volume 25 , Special Issue 2: “Sustainable Agriculture Systems in a Resource Limited Future” , June 2010 , pp. 90 - 98
Copyright
Copyright © Cambridge University Press 2010

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