ISM AND ISEG MBA - Développement durable

Conclusion
Concern for the environment has firmly established itself as a key issue within companies, due to
the evolution of morals and a changing way of thinking; this has been driven by the expectations
of the customer; authority directives; pressure groups and other NGO's, etc.
In conclusion, it is noted that Green Marketing is a relatively recent phenomenon which concerns
the management of all types of activity and reaches across all sectors of every company.
Sustainable development holds the key to the future, as the consumer becomes increasingly
involved in ecology, with the outcome that commercial products reflect to an ever greater degree
his personal desires. Consumers are eager to buy such products despite the higher price tag, this
due to increased manufacturing costs, significant research and development effort, and the work
involved in obtaining Green labels. Following specialist studies of this phenomenon, several
working models have evolved concerning the integration of sustainable development into
company strategy. Nevertheless, companies must be prudent in their adoption of such ideas, as
these new management techniques have their limits, and the consumer is well known to have a
potentially changeable temperament.
Thankfully, companies have realized that if no changes occur in our behavioral pattern, the future
of this planet is in danger. It is probable that Green Marketing can serve as a tool to improve
company management and therefore our plight.
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