Green Marketing: Think Before You Act

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This paper provides a brief background on green marketing and the associated risks of greenwashing.  It describes the important role of standards and certifications in green marketing, offers an analytical framework to help businesses choose among them, and explores the other green marketing tools as they are most appropriate for each company.  The paper provides information on:

  • Green Marketing vs. Greenwashing
  • Reporting Standards, Certifications, and Labels
  • Useful Green Marketing Tools 
  • Definitions, Benefits, and  Establishing Credibility               
  • Applicability and Feasibility            
  • Special Concerns in Green Marketing Communications

(32 pages)

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