Green marketing, which is also called environmental or ecological marketing, consists of all activities designed to generate and facilitate any exchanges aiming to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal harmful impact on the natural environment. It includes a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

Green marketing ensures that the interests of the organization and all its consumers are protected, it also includes the protection of the natural environment, by attempting to minimize the detrimental impact this exchange has on the environment. Thus green marketing should look at minimizing environmental harm, not necessarily removing it.