Abstract
Green marketing encompasses more than the promotion of environmentally friendly products. It promotes brands or companies as supporting environmental causes, and as running their businesses and operations in an environmentally positive way. Green messages have proliferated throughout the marketplace, and more and more people are becoming environmentally conscious.
This report will explore the financial services sector and the following issues:
- The ways in which financial services companies use green messages in their marketing campaigns
- What consumers expect and want from financial service providers relating to environmental issues
- How the financial crisis has changed the green marketing dynamic
- The future of green marketing in financial services
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