A study on the evolution of green communication
Since the beginning of ecological awareness in the 1960s, the question of how to communicate on this subject has arisen. In fact, the term "green marketing" was first used in 1975, when Karl Henion and Thomas Kinnear published their book Ecological Marketing (American Marketing Association). In simple terms, we have moved from marketing environmentally friendly products to producing, promoting and packaging products in a more environmentally friendly way. In a way, there has been a reversal of focus, where sustainability has lost its centrality and became a tool of communication.