Encyclopedia of Sustainability in Higher Education

2019 Edition
| Editors: Walter Leal Filho

Green Marketing and Sustainable Development

  • Jennifer BernsteinEmail author
Reference work entry
DOI: https://doi.org/10.1007/978-3-030-11352-0_134

Synonyms

Definition

Green advertising is defined as the promotion of a product that has a positive effect on the biophysical environment or, at the least, is less harmful than products of a similar nature. Green advertising is predicated on the idea that consumers can address environmental problems through consumption of the “right” products rather than forgoing consumption all together.

Advertisements are ubiquitous. According to the market research firm Media Dynamics, a typical individual views 362 ads per day, though his or her attention is only held by 153 of them (Johnson 2014). Marketing refers to the entire process of selling a product, while advertising is more specific, namely, the production of promotional materials and their distribution across various forms of mass media (Corbett 2006). Advertising, traditionally, was an integral component of mass media campaigns and directed toward a homogenous mainstream audience. Relatively...

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Spatial Sciences InstituteUniversity of Southern CaliforniaLos AngelesUSA

Section editors and affiliations

  • Erin Hopkins
    • 1
  1. 1.Virginia TechBlacksburgUSA