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Synopsis The preservation, conservation, and protection of our physical or "green" environment (i.e., environmentalism) pose a crucial challenge to business. Many executives believe that environmentalism will become one of the critical issues organizations will need to integrate into their activities for successful operation in the twenty-first century. Hence, concern over the environment has emerged as an important topic in the practice of marketing. In the practice of marketing, the phrase "green marketing" has become quite popular. The conceptualizing of green marketing re-evaluates the very tenants of our consumption society. For example, is the satisfaction of human needs and wants necessarily detrimental to our environment? Herein lies the dilemma posed by green marketing. Without continued support from the physical environment, the means to satisfy the need and wants of consumers will be curiously absent. While the above philosophical debate is important, it is not the sole component of green marketing. Other issues need to be addressed, such as: How can public policy makers modify consumer behavior? How do firms use green marketing claims? Can firms be environmentally friendly while still achieving "acceptable" profit levels? How do consumers view green products? The main objective of this book is to introduce readers to a number of green marketing issues, such as the above questions. The materials included are presented to assist both practitioners and academics to better understand the implications of green marketing.