Green Products and Services

Green products and services are one of the most important issues in promoting green economy. By promoting the green products and services, it is also expected to bring out sustainable production and consumption to reach a sustainable society. Therefore, the countries who are trying to develop green strategies for sustainable development need to identify the scope of green products and services plus related activities such as certifications and marketing for green products and services. At this moment, although the idea and purposes of green products and services are obvious, there is still no clear consensus about the definitions of green products and services due to the different environmental problems that each country is facing. International organizations are also in the process of facilitating the implementation and exchange of green products and services by lowering tariffs. For certification, International Organization for Standardization (ISO) and other organizations have been engaged in the development of environmental labeling mechanisms that can identify better performing environmental goods through systematic methods. On the consumer side, to encourage the market sharing of green products and services, green marketing needs to take extra efforts especially in addressing the environmental values of green products and services to the customers who can be industry or just the general public (Shabbir et al., Sustainability 12:8977, 2020). In contrast to traditional marketing approaches which more emphasize the quality and pricing, innovative marketing approaches and business models are needed in the green economy era to demonstrate green benefits.