Abstract: Product “environment friendliness” is relative, however, which results in a spectrum of products, features, benefits and trade-offs that consumers must weigh before making purchase decisions. The Societal Marketing Concept is advocated as being more able to meet both business and social objectives for the long-term. The concern with environmental degradation favoured the sprouting of a new segment of consumers: the green consumers. This type of consumer has been described as one who avoids products that are likely to endanger health or cause significant damage to the environment. As organizations have recognized the strategic importance of marketing in finding responses to these consumers’ “environmental needs”, the green marketing has become a prominent field of study.