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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

Puni tekst: hrvatski, pdf (365 KB) str. 25-31 preuzimanja: 3.212* citiraj
APA 6th Edition
Tolušić, Z., Dumančić, E. i Bogdan, K. (2014). Društveno odgovorno poslovanje i zeleni marketing. Agroeconomia Croatica, 4 (1), 25-31. Preuzeto s
MLA 8th Edition
Tolušić, Zrinka, et al. "Društveno odgovorno poslovanje i zeleni marketing." Agroeconomia Croatica, vol. 4, br. 1, 2014, str. 25-31. Citirano 13.06.2021.
Chicago 17th Edition
Tolušić, Zrinka, Ena Dumančić i Karla Bogdan. "Društveno odgovorno poslovanje i zeleni marketing." Agroeconomia Croatica 4, br. 1 (2014): 25-31.
Tolušić, Z., Dumančić, E., i Bogdan, K. (2014). 'Društveno odgovorno poslovanje i zeleni marketing', Agroeconomia Croatica, 4(1), str. 25-31. Preuzeto s: (Datum pristupa: 13.06.2021.)
Tolušić Z, Dumančić E, Bogdan K. Društveno odgovorno poslovanje i zeleni marketing. Agroeconomia Croatica [Internet]. 2014 [pristupljeno 13.06.2021.];4(1):25-31. Dostupno na:
Z. Tolušić, E. Dumančić i K. Bogdan, "Društveno odgovorno poslovanje i zeleni marketing", Agroeconomia Croatica, vol.4, br. 1, str. 25-31, 2014. [Online]. Dostupno na: [Citirano: 13.06.2021.]

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.

Ključne riječi
green marketing; green consumer; corporate responsibility

Hrčak ID: 125551



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