Green Marketing and Entrepreneurship

The world’s environmental situation is a great source of concern for most people and industries that do nothing but grow over time. People have begun to develop a greater awareness of what they consume and these products’ impact, processes, and transport. The concept of green marketing has been generated. Green marketing is a tool used to show the sustainable objectives of the company while meeting the needs and expectations of customers. This concept is being applied more and more among companies, thus causing a particular influence on the behavior of consumers when making purchases. In addition, the decision of its application gives rise to both advantages and challenges, which are related and can be closely observed in entrepreneurship and small businesses. This chapter presents the concept of green marketing, its importance, presence in current markets, the advantages and challenges of its application. In the same way, it is necessary to highlight the approach taken by this work when relating and highlighting the importance and influence of green marketing in entrepreneurship and small companies over large companies.