Who are the Green Consumers, and What do they want?

- - WHO IS THE GREEN CONSUMER, AND WHAT DOES HE/SHE WANT?          Purpose         Green marketing is one of the hottest trends being used by marketers these days. In 1989 it barely existed, but by 1990 it was all the rage (1, 25). In the past decade, Americans have displayed an increasing concern for the environment as they begin to realize it is slowly deteriorating. More than seventy percent of the 180 million tons of trash disposed each year in the …

…and ethical manner. BIBLIOGRAPHY 1. Chase, Dennis. 'The Green Rush: Slowdown on Environmental Ties.' Advertising Age.         May 28, 1990, p 25. 2. Dold, Catherine. 'Hold Down the Noise.' Advertising Age. October 28, 1991, p 7. 3. Freeman, Laurie. 'P&G to Tout Recycled Packages.' Advertising Age. April 2, 1990, p 42. 4. Hume, Scott. 'Consumer Doubletalk Makes Companies Wary.' Advertising Age. October 28, 1991, p 4. 5. Lesh, Carolyn. 'Loblaws.' Advertising Age. January 29, 1991, p 38. 6. Rathje, William L. 'Once and Future Landfills.' National Geographic. May, 1991, p 117.