Social growth has developed dynamic of consumption that have altered and damaged the environment, and as consequence, affected the possibility of achieving sustainable progress the green marketing is defined by many as the development and promotion of products and packaging containing biodegradable components that protect the environment. But this new trend goes far beyond. Sustainable marketing promotes the modification of the entire product lifecycle to involve ecological responsibility in every part of the process. This means that companies must face their responsibility in the life cycle of the product manufacturing eco-efficient products, i.e. that last longer, occur with the fewest possible resources and containing recycled materials whenever possible.

This care should be during the entire process, from the raw materials, the production process and the final product. This measure represents a strong investment for the companies, but only during the implementation phase of the change. Long-term profitability is economically worth it. Thus, recycling has become an industry that generates large profits, because the useless wastes become raw, saving costs and resources. Unfortunately, many companies have not assumed its social responsibility within the environmental deterioration, and the majority of companies still prefer to continue working in the traditional way without assuming the cost we will pay everyone with this decision. While it is true that eco-efficient products have, in the majority of cases, a higher price, marketing is able to justify the cost through the dissemination of the benefits they represent for society. Market studies have shown that there are segments of consumers willing to pay a higher price for this type of eco-efficient goods. Not the slightest doubt manifest the Bachelor in communication Vera Badillo, Kotler is aware of the importance of environmental market and in this regard, says a proposed solution: marketing is responsible, in large part, of the excess use. Some solutions to decrease the damage could be legal regulations or taxes highest disposable products, to deter consumers.