Revision with unchanged content. Within recent years environmental concerns have increased, leading consumers to an amplified environmental awareness in terms of consumption. Green aspects have raised awareness and interest in modern business conduct and must be integrated by successful companies. The book offers valuable insights on the relation and adaption of environmental marketing theories, and it offers insights on consumers perception on green and ethical concerns. ‘Green’ and ‘ethical’ aspects have been and still are a trend in the advertising industry, but have to be considered from different viewpoints. Especially marketers that are developing or restructuring brands in respective industries can gain advertising knowledge and advantages through applying the ‘greener’ marketing mix. Applied properly the consideration of green aspects can lead companies to competitive advantages through building positive reputation with developing products that are environmentally friendly. This book provides theoretical and practical advices, in order to support and educate marketing and brand managers as well as responisble citizens, moreover it is suitable for business consultants that strive for sustainable businesses.