ABSTRACT
This chapter considers the green consumer and sustainable marketing which is a term that appears to be paradoxical. Marketing is defi ned by Kotler et al. as, ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others ’ ( Kotler et al., 2008 , p. 7) and sustainability means, ‘Meeting the needs of the present without depleting resources or harming natural cycles for future generations ’ ( www.cdc.gov/healthyplaces ). With the current growth in population in many third world countries and the rise of consumerism in many developed countries sustainability and marketing seem in contradiction with each other ( Table 9.1 ).
