ABSTRACT. The purpose of this article is to gain a deeper understanding of the market share for green products, the characteristics of the green consumers, the green dimension of products, and the market for green products. The theory that we shall seek to elaborate here puts considerable emphasis on the growing importance of going green as a viable organizational strategy, the market for green products, the cyclical nature of green marketing, and the key factors of firms’ green marketing motivation. pp. 203–208
JEL Classification: O16, P23, Q12

Keywords: market for green consumers, purchase behaviors, developing countries