DOES GREEN MARKETING WORK? CONSUMER REACTIONS TOWARD GREEN APPROACHES

This article examines green marketing approaches and effects on consumers in various societies. Currently green marketing notion spreads faster than before, even in developing countries and this tendencies prove the importance of sustainable and green approaches in markets. People have been becoming more environmental conscious because of the results surrounded them. Disposition against over-consumption, criticizing careless actions of companies made firms modify company policies and cultures. Now, changing behaviors of customers force companies to produce more sustainable, green products and services. However, there are organizations and people argue that green marketing just a new marketing method for making situation legitimate. This article explores the consequences of greenwashing deceptions.