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Although environmental issues influence all human activities, few academic disciplines have
integrated green issues into their literature. This is especially true of marketing. As society becomes
more concerned with the natural environment, businesses have begun to modify their behaviour in an
attempt to address society's "new" concerns. One business area where environmental issues have
received a great deal of discussion in the popular and professional press is marketing. Terms like
"Green Marketing" and "Environmental Marketing" appear frequently in the popular press.
While green marketing came into prominence in the late 1980s and early 1990s, it was first discussed
much earlier. The American Marketing Association (AMA) held the first workshop on "Ecological......

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Approximate Word Count: 2204
Approximate Pages: 9 (250 words per double-spaced page)

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