What is Sustainable Consumption (SC)

This chapter provides an insight into why Green Marketing (GM) and Sustainable Consumption (SC) of green products are subject of research and discussion in contemporary society. It analyzed the extent of GM in developing countries using cases of Nigeria and Kenya, factors influencing GM, the benefits of GM on the environment and firms, and the challenges. The study is both exploratory with the use of structured literature review of publications in peer reviewed academic journals on GM and SC, and empirical in nature. The findings on respondents rating of factors influencing green purchase behavior showed that concern for health and environment was considered as the most important in Nigeria, while in Kenya it was social awareness and value. For an effective GM and SC, government at all levels has a role of creating awareness to boost green knowledge through educative campaign programs and enforcing green agenda. Government can make regulations relating to GM and ensure SC by lowering the cost when compared to the conventional marketing