ABSTRACT
If business believes in a free market where people have choices, business should accept responsibility for informing consumers about the social and environmental effects of those choices. Since consumers want that information to be provided, it can build market share and customer loyalty. It can build brands and it benefits the consumer, who is able to shop around and compare products, and it benefits those producers who have the best products and practices. Sustainable development is about ensuring a better quality of life for everyone. For freedom of choice to effectively enhance quality of life while protecting the environment and promoting social equity, consumers need information and price signals to make intelligent decisions. Many people may buy the occasional organic vegetable, but they do not become self-motivated green consumers in every purchase they make. Marketing and advertising can be potent ways to shift purchasing behavior toward offerings in line with consumer habits that enhance rather than hinder sustainability.
