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- Title
GREEN MARKETING.
- Authors
RISTESKA, Lidija
- Abstract
This study aims to provide the theoretical roots, research trajectories and promising research directions of green marketing and review of different green marketing techniques that will get company's business on the path to sustainability which will bring company's products or services the attention they deserve. Green marketing also referred to as eco-marketing or environmental marketing, is the practice of promoting company's products to demonstrate their sustainability. The last decade has witnessed a dramatic increase in environmental degradation. Climate change made many consumers more conscious of their purchases. The major motive of marketers in today's time is to create customer sustainability, thats why many companies have adopted an green marketing or eco-friendly marketing strategy approach to business. Two Main Objectives of the Study are: 1. To introduce the definition and concepts of green marketing, green product and green consumer and 2. To review some effective green marketing techniques (since there is no single green eco-friendly marketing strategy approach to business) that will get company business on the path to sustainability which will bring company's products or services the attention they deserve. When company make its products in an environmentally friendly way, it can focus on green marketing to let everyone know that it is making an effort to help the environment. However, it's important to note that company can't just market something as green if it's not. There are regulations and legal standards for green marketing. Company needs to meet a certain level of standards to obtain certifications that will claims that it's business is a green business.
- Subjects
GREEN marketing; BUSINESS enterprises; GREEN business; GREEN products; ENVIRONMENTAL degradation; SOCIAL sustainability
- Publication
Vizione, 2023, Issue 41, p243
- ISSN
1409-8962
- Publication type
Article