The definition ‘Green’ or Environment Marketing hasn’t been standardised. This is one of the major problems that green marketing faces. Common consumers associate terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly and Environment Friendly with green marketing. While green marketing is much more than those terms.
Polonsky description of green marketing as:
Green or Environment Marketing consist of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, whit minimal detrimental impact on the natural environment.
To optimise the definition should “environmentally friendly” been changed in “less environmentally harmful”. Thus green marketing should look at minimising environmental harm, not necessarily eliminating it.