Shifting to green chemistry: the need for innovations in sustainability marketing

This article analyzes how chemical manufacturers can develop stronger business advantages for green chemistry by rethinking sustainability marketing approaches. Green chemistry is a package of technologies, design principles and tools to reduce the toxicity, resource and energy use, and pollution of chemicals. Using research into US chemical industry efforts, this article introduces green chemistry, and discusses existing weak market signals, ways to market green chemistry and key obstacles to sustainability marketing. It concludes that companies need to generate more information internally, build new relations across supply chains and provide more information externally.