ABSTRACT. Lozada contextualizes marketing within current environmental views, proceeds to explore some specific issues that have been levied regarding a key marketing function (product development and management), and examines the strategic repercussions of contemporary marketing approaches to ecological concerns. Schaefer claims that if all is not well with green marketing from a conceptual viewpoint, problems also arise with the spread of green marketing practice. Hiremath writes that the consequences of management for NTFP are determined by the political and socio-economic context in which such management occurs.