Green marketing: legend, myth, farce or prophesy?

Purpose To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. Design/methodology/approach The paper examines elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 “Has marketing failed, or was it never really tried” of seeking to identify “false marketings” that have hampered progress. Findings That much of what has been commonly referred to as “green marketing” has been underpinned by neither a marketing, nor an environmental, philosophy. Five types of…