Green Consumerism

The term green consumerism was coined in 1986 by John Elkington - an environmental consultant. Later in 1988, it was launched into the market place via Green Shopping Week and the publication of Green Consumer Guide. The said event created huge impact, which was followed by another promotion in 1989 and other publications which aim on informing and encouraging the consumers to be aware and conscious about the different environmental impact of the products or/and services that they are availing, together with the different manufacturing and production process which are considered as hazardous (Osterhus, 1997). 

The main point of green consumerism is to persuade the consumer to act and pursue political decisions and choices that are connected to their daily consumptions. As time goes by, particularly in the current issues related to global warming, green consumerism had become a vital aspect in social marketing literature, and became and personal ethical orientation, pro-environmental personal values and attitudes which help to form socially conscious and responsible decision-making (Mosainder and Personen, 2002). 

References

Mosainder, J. and Personen, S. (2002). 'Narratives of sustainable ways of living: constructing the self and other as green consumer'. Management Decision. 40(4), 329 - 342.

Osterhus, T. (1997). 'Pro-social consumer influence strategies: When and how do they work?' Journal of Marketing. 61, 16 - 29.

Eco-Standards, Product Labelling and Green Consumerism (Consumption and Public Life)Representation of Green Consumerism: A Constructionist CritiqueGreen Marketing: Opportunity for Innovation, 2nd EditionStella Artois Case Study: tapping into the rise of green and ethical consumerism in alcoholic drinks