Environmentalism and Going Green

1072 Words Feb 20th, 2018 4 Pages
This issue is attributed to our contribution towards global warming through the emission of greenhouse gases; our pollution of the environment; and our booming population growth complemented by the increase in per capita consumption (Anderton, 2007; Ehrlich & Ehrlich, 2008). All of the above have had environmental impacts which include, amongst others, the degradation and depletion of natural resources; climate change; natural disasters and even detriment to human health (Khan & Ghouri, 2011).
As a result, there has been a global need to avert this situation. Consumers have responded to this by being environmentally conscious in their purchasing decisions and buying environmentally-friendly products (Laroche, Bergeron & Barbaro-Forleo, 2001). They have increased their consumption of green products, which have in turn increased the focus on green marketing. Green marketing is the development of a marketing mix which caters to a specific target market who desire products/services which are environmentally friendly (Priebe, 2010).
The following assignment attempts to shed more light on the trend of environmentalism and the concept of “going green”. The assignment begins with a brief historical overview of the trend of environmentalism; followed by the consumer behaviour of the group and the factors which affect the…

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