3.5.2 Green MarketingPeattie, (1992) defined green marketing as: “The management process responsible for identifying, anticipating and satisfying the requirements of customers and society of cost-effective and sustainable way. » Even though this definition dates back almost two decades, the meaning of this discipline remains faithful to the previous idea, what has changed over these years is the fact that environmental conditions have deteriorated and deepened, creating a stronger need for green marketing and related fields to take action. up.Apaolaza and Hartmann (2006) add that currently green markets are developing in different parts of the world, focusing on meeting the expectations of a new segment of green consumers. Green products are not only produced by specialized companies but also by traditional organizations interested in this market. However, the author emphasizes that these green behaviors have had little impact on the environment and its improvement, a factor which, in the future, could dissuade consumers, who see in this series of green labels a way of help the planet and avoid radical climate change. and the application of greener policies should not be taken lightly and must respond to a real conviction to change business culture. As Polonsky and Rosenberger (2001) explain, green marketing can become part of the “cultural fabric” that connects an entire organization. It must be adopted at all levels of the company, extending from its core values, culture and business strategies. Polonsky and Rosenberger (2001) also highlight two relevant factors in a company's decision to become greener: the external..... . middle of article......Grant et al (2007) point out that the correct use of CRM and CSR could produce positive results for the organization, such as an emotional relationship with consumers and stakeholders . It also differentiates the company from its competitors and improves the overall reputation of the organization. In summary, the use of relationship marketing strategies can be well integrated with the implementation and subsequent communication of corporate social responsibility programs. As Lindgreen et al. (2009) suggest that CSR practices are more widely used by organizations that have developed a strong sense of relationship marketing in their business strategies: “In the process of building and engaging in relationships, networks and interactions with customers and other stakeholders, managers seek CSR. practices to generate trust, loyalty, support and product differentiation.’