What is Dominant Social Paradigm

The search for integration of environmental concerns and social responsibility in companies has pursued several different stages and processes. To better understand them we need to first understand what is considered sustainable business development and how marketing has reacted and evolved in order to achieve this goal of sustainability. Green Marketing consists of marketing activities defined to create and facilitate transactions of goods and/or services with the goal of satisfying the needs and desires of consumers expressing their concerns in terms of environmental sustainability.