ABSTRACT. Todd claims that environmentally aware individuals are already guided by their personal ethics; in trying to attract new consumers, environmentally minded businesses attach an aesthetic quality to environmental goods. According to Lozada, marketers should be encouraged to assess the cost of new laws and regulations, the cost of endless litigation, and the potential loss of competitive position(s) as integral and critical components of an ecological approach Schaefer says that sustainable development can be called the most significant and yet the most difficult problem that marketing face at the beginning of this millennium.