The Green Movement: A Sustainable Trend in America

Abstract

This paper investigates the U.S. public‟s increased interest in ecologically friendly living, termed the “green movement,” as a socio-cultural study. It encompasses cultural processes such as social conventions, mass behavior, and ideologies. Looking at marketing and consumer choices helps to assess these social factors involved in perpetuating the green market and will help determine how sustainable this trend is. The study of this widespread movement, increasingly apparent in America over the last 30 years, is necessary to understand current social concerns and what factors drive the mass consumer population. In addition, this information may show what needs to change in order to make a trend become a tool for creating a greener future for the planet.