Chapter 08 · Finance, data & evidenceSustainability Language
Corporate green marketing
Definition
Corporate green marketing is the practice of developing, positioning and promoting products, services or brands on the basis of their environmental characteristics or benefits. The American Marketing Association traces the term's use to 1975 and defines green marketing as the development and promotion of products designed to minimise negative environmental effects, alongside broader efforts to signal corporate environmental responsibility.
References
definition and origin of the term
Overview
What it means
Using environmental attributes as a selling point — legitimate where claims are substantiated, deceptive where they are not.
How it is used
Companies deploy green marketing through eco-labels, claims and campaigns; regulators increasingly police it under greenwashing and environmental-claims rules, and it is studied as a driver (and distorter) of conscious consumption.
Why it matters
Green marketing shapes demand for sustainable products but is also the main channel for greenwashing, making claim integrity a regulatory priority.