Different companies have taken different approaches to green
marketing activities. McDaniel and Rylander (1993) classify the
activities according to two main approaches: the defensive
approach and the assertive approach. Companies that adopt the
defensive green marketing approach do only the minimum to
avoid negative consequences, i.e., penalties for not meeting local
government environmental regulations. Rather than simply meeting
government regulations, companies that adopt the assertive
approach are more aggressive in green marketing, responding to
market trends and surpassing stakeholder requirements