... marketing strategies into a new “sustainable” era (Belz and Peattie, 2009 ; Yin and Ma, 2009). Green marketing Advertising Environmental management International marketing Intensifying environmental regulations by governments and other bodies, growing pressures on organizations...

..., with the increasing popularity of green marketing (Hoffman, 2000 ; Kilbourne and Beckman, 1998), the efforts that aim to persuade customers to buy environmentally sounder products have dominated environmentally related marketing research and practices (Peattie and Peattie, 2009). The belief is that rapid increase...

.... Design/methodology/approach On the basis of the information collected during interviews conducted with six British and six Romanian eco‐firms with international activity, the main opportunities and challenges for international green marketing are identified and analysed. Findings The findings show...