ABSTRACT
Hundreds of companies now offer all varieties of green marketing services, information, support, and assistance. Even so, today there are more consumers buying green products, more companies selling green products, and more marketing going on touting claims of health, safety, eco-friendliness, and happiness, all from going green. This chapter educates reader on today's consumers and purchasers of green products. While the general sentiment among consumers may overestimate the general ability to bank on most consumers to open their pocketbook to purchase green products, there is growing evidence that a committed group of consumers do exist who will support green businesses. While there seems to be a number of mixed messages about green consumers and markets for green products, there has been a great deal of research in the past 40 years attempting to identify information about this growing market segment.
