Green MarketingThere is a student walking down the street on a cold and rainy night. He feels like holding a cup of hot coffee in his hands to fight the cold. She heads straight for Starbucks whenever an ad comes to mind. The ad says that customers who bring their own cups will save ten dollars per cup at Starbucks. After a while, he holds a coffee cup in his hand with satisfaction as he not only saved money but also did something good for the environment by not using a disposable cup. This type of "green marketing" promotion is common in Taiwan. Before talking about the green trend or awareness of respect for the environment, which is spreading throughout the world, let's start with the definition of "green marketing". It broadly covers various areas, such as manufacturing and advertising, that are environmentally friendly. "According to the American Marketing Association, green marketing is the marketing of products that are presumed to be safe for the environment. Therefore green marketing encompasses a wide range of activities, including product modification, changes in the production, packaging changes, as well as advertising modification." Due to globalization, most enterprises standardize marketing strategies around the world, so as to benefit from large-scale economy, including production, logistics, marketing, management and so on. Therefore, these businesses are highly influenced by green marketing. Those enterprises that do not adapt to the green marketing strategy will be gradually excluded or eliminated. harrow… at the heart of the article… on human-powered energy systems, a win-win situation. Journal of Cleaner, Production, 14, 1299-1306. Dayna Simpson et al (2007). Greening the automotive supply chain: a relationship perspective. International Journal of Operations & Production Management, Vol. 27 No. 1, 28-48.Green marketing.Wikipedia [2007, NOV 19].Gross, Daniel (2007). 'Green' advertising campaign, vol. 150, number 13.Hanas, Jim (2007). 24, 1-11. Jack Neff. (2007). Eco Wal-Mart Costs Marketers Advertising Age, 78.39,3.Ottman, J.A. (2006). 36. JUNE 2006 Sarah, Rich (2007). [2007, NOVEMBER 19].