UW-L Journal of Undergraduate Research X (2007)
The Value of Green Marketing Education at the University of Wisconsin-La Crosse
Andrew J. Gilbert Faculty Sponsor: Stephen Brokaw, Department of Marketing ABSTRACT
A “Green” business activity can be defined as any business activity that is performed in a way so that it has either limited negative ecological impact or it directly benefits the natural environment in some way. The purpose of this paper is to examine the recent trends in green marketing and green business, provide insight into the future of green marketing, and assess the value that students and faculty at UW-L place upon green marketing. It will go on to recommend what changes could be made to the marketing curriculum at UW-L in order to prepare students for a business world that is placing an increasing amount of emphasis on green practices.
INTRODUCTION AND JUSTIFICATION FOR STUDY
A “Green” business activity can be defined as any business activity that is performed in a way so that it has either limited negative ecological impact or it directly benefits the natural environment in some way. The common criticisms of green business are that it is more expensive than conventional business and that the benefits that the company derives from green practices do not outweigh the costs associated with them. It has been a recent trend in the media to tout the value of green business. This has been accompanied by stories about what many companies are currently doing to become greener. Media vehicles such as Fortune, BusinessWeek, Time, Business 2.0, Outside, USA Today, and multiple other magazines, newspapers, websites and books have been giving an increasingly large amount of attention to green businesses. Two separate schools of thought have emerged regarding this sudden surge in green business coverage. The first is that green business is a fad that will pass. The second is that green business is a trend that has been emerging for years and...