ABSTRACT
This chapter discusses that several issues related to multinational firms' green marketing strategies are relevant to green marketing efforts in the South-East Asian region. Green multinational firms with product name recognition and loyalty have some competitive advantages in South-East Asian markets. Consumers in developing economies may be willing to purchase higher-cost green items, but they will have to be informed and educated about the reasons for the higher costs and the broader societal benefits associated with their purchase. Local green strategies can provide positive financial returns, but local firms have fewer incentives to develop products or employ manufacturing processes that exceed local regulations until the green consumer segment grows larger. Governmental regulations result in compliance and reporting problems for most firms, and the reporting requirement costs are very high in some countries. Firms must also decide if public relations or paid advertising is the best medium of communication.
