ABSTRACT
The proliferation of “green” products in today’s businesses suggests that there is a market that is constantly patronizing these products. Marketers agree that environmentally conscious and/or friendly products sell. However, the extent of our understanding of this market has been limited to the consumer market. While the general consuming public is a significant segment, there are other potential segments for green goods and services. This paper explores three other market segments for green goods and services. We also identify some potential problems marketers can expect in offering their products to these segments.
