Preliminary communication

Social responsible business and green marketing

Zrinka Tolušić ; Poljoprivredni fakultet Sveučilišta J.J. Strossmayera u Osijeku, Kralja Petra Svačića 1d, Osijek, Hrvatska
Ena Dumančić ; Ekonomski fakultet Sveučilišta J.J.Strossmayera u Osijeku J.,Trg Ljudevita Gaja 7,Osijek, Hrvatska
Karla Bogdan ; Ekonomski fakultet Sveučilišta J. J. Strossmayera u Osijeku J. Trg Ljudevita Gaja 7 Osijek, Hrvatska

Abstract

The concept of green marketing developed as a result of growing consumer awareness of environmental footprint. The impact of a product on the quality of life and the society as a whole is a big concern for this type of consumer. There is no longer any doubt about the existence of an environmentally responsible consumer segment in the market. Green marketing requires cooperation with suppliers, retailers, partners and even competitors to accomplish sustainable development in the entire value chain. It also requires cooperation of all business functions in order to find solutions aimed at two primary goals, profit and contribution to the environment. This paper seeks to explain and illustrate the concept of green marketing and its impact on the end consumer and the society. It also attempts to provide some background information that will shed some more light on the concept of green consumer. Application of green marketing is illustrated with examples of various companies and organisations whose development and survival is based on the concept of sustainable marketing.

Keywords

green marketing; green consumer; corporate responsibility

Hrčak ID:

125551

URI

https://hrcak.srce.hr/125551

Publication date:

7.7.2014.

Article data in other languages: croatian

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