Green marketing: Are environmental andsocial objectives compatible with profitmaximization?

Along with others, we recognize the impact of human action on environmental quality. At the same time, we note thatbusinesses have entered the ‘green market’. The goal of this paper is to open a discussion about green marketing. We raisequestions regarding how firm governance impacts the ability of firms to incorporate environmental objectives into profitmaximization. Additionally, we discuss the green marketing strategies that firms have chosen to use, as well as public andprivate options available for eco-label monitoring and enforcement to avoid additional consumer confusion