The importance of green marketing for the future businesses

Diana Caprita ()
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Diana Caprita: Faculty of Agro-Food and Environmental Economics, The Bucharest University of Economic Studies, Romania

International Conference on Competitiveness of Agro-food and Environmental Economy Proceedings, 2015, vol. 4, 242-254

Abstract: Over the last decades, protecting the environment has become a top priority for the countries all over the world. Mostly in the US and European Union, natural resource conservation, climate change and pollution raised awareness for both public and private sector, causing non-governmental organizations to get strongly involved and fight against these harmful and irreversible practices. Their actions generated a significant change in consumers behavior and as a secondary effect, on the marketplace. Companies had to adapt their offer, in order to respect the customers need for greener products/services. Also, business had to adapt their marketing strategies, to reformulate their objectives and to integrate sustainability principles into their marketing mix. The global economy of the future will undoubtedly be marked by what economists throughout the world defined as "green marketing†. Actually, significant results can already be noticed. Despite all the specific requirements that green marketing companies must comply, and also despite the higher costs they have to pay, the number of companies that choose to reconcile the needs and requirements of green consumers, is increasingly higher on both European market and US market. The main objective of this research is to identify the extent to which Romanian companies have implemented green marketing strategies, and also to identify those companies who are currently operating on the market. Last but not least, this research aims to identify the extent to which consumers are properly informed about eco products, by taking into consideration the usage of eco labels on the national market. As we will discover, despite the increasing demand for greener products, the number of companies using green marketing strategies is still very low. This research also focuses on identifying the main strategies implemented in order to promote green products and services to specific categories of green consumers. Also, this research focuses on defining the necessary means and the specific methods to remove the obstacles businesses are facing,, whether they are legislative or financial ones, in order to gain competitive advantages.

Keywords: green marketing; eco-label; eco products; green consumers; green strategies. (search for similar items in EconPapers)
Date: 2015
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