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This study concerns the distinctive specialty of environmental marketing. The starting point for our research is a consideration of the effects of crisis on environmental marketing activities. Using observation, direct analysis, and meta-analysis as methods, this study attempts to clarify behavior modifications in the current period of austerity. Specifically, the study examines the impact of the financial crisis on environmental marketing. A primary assertion is that the environmental/green concept has become a moral value and an actual mode of social behavior. People (suppliers, buyers, customers, and stakeholders) have an affinity for the “environmental-green” (as above) concept. These people exhibit a favorable attitude toward green issues; they progress from sensitivity through to awareness and responsibility. The second assertion is that costs exist in relation to the “environmental-green” concept; however, from the start of the global financial crisis, despite falling living standards, people did not suppress their “environmental-green” behavior. In addition to the “environmental-green” concept, the principal tool of consent conservation was created by green marketing

The Ascending Trend of Environmental Marketing in the Current Austerity/Crisis Period