Green marketing is an emerging practice with the overarching goal of
reducing environmental impact across the product life cycle. Internal and external
factors significantly contribute to the implementation of green marketing in any
business. Therefore, the purpose of this chapter is to identify and clarify the key
elements that hinder the spread of green marketing. The internal and external elements
that influence the adoption of green marketing are identified and classified following a
thorough literature review. External influences include stakeholder pressure,
competition, consumer behavior, business social responsibility, government and
legislation, among others. Internal factors, on the other hand, encompass price, ownermanager attitude, and top-management perception and action. The findings of this
chapter will help people learn that green products are not only beneficial for health but
also for the environment, and that a healthy, sustainable ecosystem is essential to
human life.
Keywords: External, Factors, Green, Marketing, Internal.
