Review article

NATURE PROTECTION AND MARKETING

Sanja Tišma ; Institute for International Relations, Zagreb Department of Ressource Economy and Nature Protection

Abstract

Ecological approach has become a weltanschauung in all walks of life, so that ecological issues have come into the focus of marketing interests with an increasing tendency in years to come. In spite of the huge public interest for ecological marketing, also called green or environmental marketing in various publications, very few studies have been carried out in this area.
In this paper an attempt has been made to define the framework from which the ecological marketing has emerged and to explain its notion and concept. It will also be shown what are the differences between ecological and classical marketing, especially concerning different approaches with respect to fundamental functions of marketing. In the concluding part of the paper it has been pleaded for intensified research activities in this field.

Keywords

nature protection; sustainable development; marketing; social marketing; ecological marketing; marketing and nature protection; ecological products

Hrčak ID:

139819

URI

https://hrcak.srce.hr/139819

Publication date:

15.5.2001.

Article data in other languages: croatian german

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