Green MarketingThere is a student walking down the street on a cool, rainy night. She wants to hold a cup of hot coffee in her hands to fight the cold. She heads straight to Starbucks every time an ad comes to mind. The ad states that customers who bring their own cup will save ten dollars per cup at Starbucks. After a while, she holds a cup of coffee with satisfaction because she not only saved money, but also did something good for the environment by not using a disposable cup. This type of “green marketing” promotion is common in Taiwan. Before talking about green trend or awareness of respect for the environment, which is becoming popular all over the world, let's start with the definition of "green marketing". It widely covers various fields, such as eco-friendly manufacturing and advertising. "According to the American Marketing Association, green marketing is the marketing of products presumed to be environmentally safe. Thus, green marketing incorporates a wide range of activities, including product modification, changes in the manufacturing process production, packaging changes, as well as modification of advertising products. Due to globalization, most companies standardize their marketing strategies worldwide, in order to benefit from large-scale economic aspects including production, logistics, marketing, management, etc. These companies are therefore strongly influenced by green marketing. Companies that do not catch up in green marketing strategy will be gradually excluded or eliminated. "In a few years, 2006 will be remembered as the year that environmentalism - and all things green - were brought into the mainstream. President Bush warned of our portcullis... middle of paper ...... for human-powered energy systems, a win-win situation, Journal of Cleaner, Production, 14, 1299-1306 Dayna Simpson et al. . International Journal of Operations & Production Management, Vol. 27 No. 1, 28-48. Green Marketing [2007, November 19]. , Issue 13. Hanas, Jim (2007). The Age of GREEN Advertising, Vol. Eco Wal-Mart Costs Marketers Green, 78.39,3. 48 (5), JUNE 22-36, 2006. Sarah, Rich (2007). 19].