Green Marketing Myopia

According to their article, "How To Avoid Green Marketing Myopia," authors note that "Green marketing must satisfy two objectives" which are:

1. Improved environmental quality
2. Customer satisfaction (quality, pricing = value)
   

and that:

"Misjudging either or overemphasizing the former at the expense of the latter is what can be called green marketing myopia."

They advise avoiding green marketing myopia by fulfilling consumer needs and interests beyond environmental benefits.

How to Avoid Green Marketing Myopia
by Jacquelyn A. Ottman, Edwin R. Stafford, and Cathy L. Hartman
MarketingProfs.com