Abstract
The environment and its protection occupy an increasingly significant part of our quotidian. The safety actions of our environment are growing, thus we can see the development of the selective sorting, green transport (bus functioning with gas for example), the removal of the plastic bags at cashiers' desks etc. This tendency was initiated mainly by the citizens and NGO and it starts to be used by companies. By convictions or for not being late, many companies change their modes of production and consumption, and are thus becoming increasingly attentive to the respect of the environment. This green "turn" can be used to sell more, Green Marketing puts in its appearance. This dissertation will be divided into three main parts. The first part will deal with general considerations about environment and responsible consumption, in order to settle the actual context, including a brief historical and explanation of the evolution on these subjects. The second part is going to be more focused on the consumer. The following questions will be tackled and discussed: What's his role in the sustainable development? Do its choices have a great impact on companies' strategies? What level of sacrifices can they bear? The third and last past of this dissertation is going to speak about the different actors of green marketing such as employees or distributors. At least, a comparison will also be made between the reaction and the solution found in Taiwan and in France, facing to the environmental issues.
