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What is Green Culture

Green Marketing as a Positive Driver Toward Business Sustainability
Promoting environmental sustainability all the way through art and culture.
Published in Chapter:
The Green Consumer Behavior
Vannie Naidoo (University of KwaZulu-Natal, South Africa) and Rahul Verma (Department of Training and Technical Education, India)
DOI: 10.4018/978-1-5225-9558-8.ch002
Customers today have become more sophisticated and wiser in their purchase options and a segment of customers buying behavior is ruled by making “green purchases.” This chapter will focus on the green customers segment that is relatively new in marketing. The green customer is a new breed of customer that wants to be involved in sustainable living. The objective of this chapter is to shed more light on important themes emanating from green consumerism and green marketing that addresses the needs of the green consumer. Advice on possible solutions on encouraging green consumer behavior in today's world will also be put forward and discussed.
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