Green Marketing" has been a challenge to firms producing environmentally friendly products. The obstacles stated range from overexposure and lack of credibility, to the consumer not willing to pay a premium prices for "green" products, to poor implementation on the part of companies engaged in the practice. Discuss this issue: "When faced with a decision to market its products as "environmentally safe" or to market its products along conventional lines (matching competitive positioning), does the company have a responsibility to choose the more socially responsible manner or should the dictates of the marketplace (i.e. consumer) decide its marketing strategy?"