The global changes in the environment are becoming critical not only for the consumers but also for the managements across the globe. In this contemporary world, an ecological issue such as global warming interests both the marketing practitioners as well as the consumers.
The green paradigm in communication and marketing is not simply another hype or buzz word, simply denotes all the activities intended to generate as well as facilitate any exchange in order to satisfy human needs such that satisfying these needs happen with the most minimal input on the environment. If we switch our attention from the shareholders to the stakeholders and think the world as limited and with limited resources, thinking green is not just an option but is the only option. Green becomes an umbrella term not only for ecologic aspect of communication and marketing but also for sustainability issues, ethics, social corporate responsibility, critical consumption, production and distribution. Technologies may have a crucial role in the going green process and gave huge opportunities the green marketing strategist.
Thinking green has a strong ties with the technology evolution. Decreasing energy consumption, pollution and waste are key elements even for the rationalized process and for maximizing wealth and wellbeing.

Marino Cavallo teaches Corporate Communication and Media at the University of Bologna, studies the spatial and socio-economic development and the relationship between economics and environmental sustainability. He is Ecomark coordinator.
Piergiorgio Degli Esposti studies Market and Consumption Behavior and is Assistant professor at Bologna University. He is member of the Prosumer Research Group, Maryland University UMD, and one of the founder member of Ces.Co.Com Advanced Study Research Center about Consumption and Communication at Bologna University.
Kostas Konstantinou is technical director of Anatoliki-Regional Centre for Energy of Central Macedonia. He is energy expert for the European Union and lecturer at the Institute for Educational Technologies, Faculty of Applied Technology of Serres, Greece.