ATTITUDES, OPINIONS AND BEHAVIOUR OF MANAGERS OF BRASOV COMPANIES ON THE APPLICATION OF ENVIRONMENTAL MARKETING IN COMPANIES

Mihaela Funaru, Carmen-Magda Nicolae and Alexandru Iosip

Revista Economica, 2012, vol. Supplement, issue 3, 172-180

Abstract: The article presents results of a marketing qualitative research on attitudes, opinions and behaviour of managers from Bra?ov on the adoption of environmental marketing in their firms. Research objectives aimed at identify the reasons for which companies use environmental marketing, benefits it can bring on short, medium and long term, economic and social implications that it has assumed on costs, prices, environmental protection, the company's image in the market, legislation, etc. It identifies how the companies intend to take a proactive advantage of market opportunities and obtain success versus adopting reactive attitudes and losing a number of advantages. Following analysis and interpretation of data it was concluded that the proactive approach of environmental marketing bring benefits for the company image, is a long-term strategy of it, bringing a range of opportunities and long - term advantages. At the same time, it is estimated that the largest obstacle in implementing environmental marketing in companies consists in high additional costs, and also a lack of consumers` education. It is also necessary to specify that the data obtained are not representative and could not be extrapolated to all industrial companies in the city of Bra?ov, because sampling was not random and the sample was not representative of the population studied.

Date: 2012
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