Green marketing encompasses all initiatives aimed at leveraging the environmental dimension of a brand or product to increase sales and strengthen the company’s image. These actions can extend to internal communication and sometimes even the implementation of sustainable practices. It relies on various elements such as the ecological characteristics of products (use of environmentally friendly raw materials, recyclability, or biodegradability), green promotional offers (such as planting a tree for every purchase), and the company’s environmental commitments (participation in foundations, ecological actions). Green marketing constitutes an important facet of overall marketing. In this context, it can sometimes be difficult to distinguish between strictly commercial objectives and a genuine commitment to corporate social responsibility. The overuse of environmental rhetoric is criticized as “greenwashing.” A concrete example of a green marketing initiative based on the concept of a product bonus is: