Dr. Maria Jewdaly L. Costales, LPT., associate professor / special lecturer, Polytechnic University of the Philippines Santa Rosa, Laguna, Philippines, e-mail: jewdaly.costales@gmail.com; mjlcostales@pup.edu.ph
The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products, and green consumers aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reasons why green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained.
The purpose of this paper is to provide a comprehensive literature review of green marketing, eco-friendly products, and green consumers aims to give information about the effect of green marketing on customers purchasing behaviors. First of all, environment and environmental problems, one of the reasons why green marketing emerged, are mentioned, and then the concepts of green marketing and green consumer are explained.
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