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THE GREEN CONSUMER By Green marketing is one of the hottest trends being used by marketers these days. In 1989 it barely existed, but by 1990 it was all the rage. In the past decade, Americans have displayed an increasing concern for the environment as they begin to realize it is slowly deteriorating. More than seventy percent of the 180 million tons of trash disposed each year in the United States is buried in landfills, and the landfills …

…of who the green consumer is, we would need to conduct a survey that is much more representative of the entire population. In conclusion, we believe marketers are in a unique position, because the favorable attitudes consumers have about green products will only continue to grow. The opportunities marketers have to influence the future purchases of consumers are endless. However, in order to be successful, green marketers must act in a genuine and ethical manner.