Furthermore, the book will offer many examples from leading companies and brands as well as related literature in this newly (and fast paced) growing area. The book will serve as a tool for examining current practices in the green marketing arena and as a guide for future practices that need comprehensive knowledge and direction. Applying the marketing concept to environmental and sustainability issues has recently caught the attention of scholars and practitioners alike. However, marketing theory as applied to these issues remains relatively under-explored.

The purpose of this new book is to bridge this gap, and to advance our theoretical and empirical understanding of sustainability marketing and consumer behavior. With its many real life business and societal examples, extensive use of research-based theories, contemporary statistics, and numerous charts, graphs, questions, and checklists, this will be the first combined green marketing and sustainable consumer behavior book that will give all the necessary information in this specific area. Therefore, it is highly expected that it will be widely adopted by (green) undergraduate and postgraduate programs in fields as diverse as business, marketing, management, environmental science, green technologies, design, etc. The adoption and usage of such a book are likely to be vast and fast growing.

The book is ideally suited to scholars, researchers, students, practitioners, and policy makers at many different levels and disciplines including marketing (e.g., green marketing, sustainability marketing, consumer behavior), business sustainability, sustainability management, and environmental management.