Human beings exploit the world's resources and accordingly pollute the environment. With the increase in urbanization, this consumption and pollution is reaching levels that challenge living conditions today. Individuals are becoming more conscious with the increase in education and the development of communication devices. This situation leads to the formation of an environmentally sensitive society and the preference of environmentally friendly products. Increasing sales of environmentally friendly products causes these products to be in greater demand in world markets and companies' production efforts in this direction increase.

            In the studies carried out by foreign associations that carry out studies in the field of marketing, the concept of green marketing is a scientific field that deals with issues related to energy consumption in the marketing of environmentally friendly products. Consumers who consume green products that are friendly to nature are individuals who buy these products in the market and consume green products (Kuduz, 2011). Consumers who are sensitive about nature-related issues prefer products that pollute the environment less  (Biner, 2014). Companies operating in the market are trying to adapt their production processes to this period, which is effective in the market and changes customer preferences (Alkibay, 2001).

            48 years before this book chapter was published, the concept of green marketing was brought up and discussed at a meeting on environmental marketing of the association dealing with the field of marketing in America in this country. At the meeting held in America, the impact of marketing activities in many areas from energy to environmental impacts were discussed (Erbaşlar, 2012). Green marketing is a type of marketing that targets the main purpose of the company, which is profit, but also pays attention to environmental factors, models production processes as environmentally friendly, and includes energy consumption and production processes (Uydacı, 2002).