Abstract
Nowadays, the largest companies in the world are getting more and more involved in environmental concerns. Firms, which in the past seemed not to be aware of the environmental care, are really getting serious about sustainability. Even major companies such as Wal-Mart or Google have made environmental care a significant item of their strategy. Is that just a trend? Is this commitment an international marketing strategy? Have firms finally become aware of this issue? More than an advertising trend, green business is actually now an economical necessity for companies.
