Unsustainable growth, unsustainable consumption. Unsustainable marketing?

Abstract

This study examines how the existing consumption patterns contribute to the global problems especially to the environmental pollution. According to research results and statistics the consumption habits of developed countries have been wasteful and exaggerated, so called unsustainable since the 1950s. It seems to be obvious that the extant consumption should be changed. On the one hand the global consumption level should be reduced; on the other hand the existent consumption should be served with sustainable products and services. There is an important question: in connection with these considerations what requirements and opportunities should marketing reckon?