Green marketing strategies in real estate in Romania

Maria-Loredana Popescu, Mihaela-Diana Oancea-Negescu and Antoniu Predescu
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Maria-Loredana Popescu: Spiru Haret University, Bucharest, Romania
Mihaela-Diana Oancea-Negescu: Bucharest University of Economic Studies, Romania
Antoniu Predescu: Spiru Haret University, Bucharest, Romania

Theoretical and Applied Economics, 2015, vol. XXII, issue Special(III), 99-108

Abstract: Green marketing concept was adopted by real estate industry, and emerged as environment protection became a ‘fashionable’ issue. In Romania, after a conceptual phase, concern for environment developed mainly after 2008, when Romanians and real estate companies embarked on raising interest for green buildings. Few Romanian investors understood the importance of applying green marketing strategies for business boosting, especially during and after an economic crisis. Increasing interest of green marketing concept is related to involving foreign investors in development of Romania’s real estate projects. Nowadays, they realize the importance of green marketing to highlight features of their green buildings.

Keywords: green marketing; strategy; real estate; green consumer. (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:agr:journl:v:xxii:y:2015:i:special(iii):p:99-108

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