This book is about the new rules of green marketing that increasingly characterize the purchasing sensibilities of billions of consumers around the world. It took over 20 years of my career advising leading businesses on green marketing strategies (and 15 more years than I had projected), but few would now question the facts that green is mainstream and the rules of the game for marketers are rapidly changing. Is every consumer making every purchase decision a green one? No. Far from it. But are awareness, concern, and intent to purchase the right thing squarely on the radar screens of most consumers in the developed world today? Is green also changing the agendas of the manufacturers and service companies that meet consumers’ needs, ...

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