MARKETING PROGRAMS FOR GREEN PRODUCTS IN ACHIEVING ECOLOGICAL SUSTAINABILITY

Gabriela Căpățînă and Roxana-Denisa Stoenescu
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Gabriela Căpățînă: Bucharest University of Economic Studies, Bucharest, Romania
Roxana-Denisa Stoenescu: Bucharest University of Economic Studies, Bucharest, Romania

SEA - Practical Application of Science, 2015, issue 7, 129-134

Abstract: This article explores one dimension of green marketing programs: their potential application as a solution in achieving and maintaining the ecological sustainability on global market. We examine the necessity to develop and launch green products which can respond to environment degradation as a treatment against this phenomenon. This paper is structured in three sections: the first section is related to a clear delimitation and a better understanding of terms; the second one is an overview of the literature about ecological sustainability; the third section is the most relevant part of this paper because is trying to shape a framework of marketing programs for the development of green products, considering the decisions related to marketing mix elements. Even if green marketing programs make sense, current understanding of how managers can start to develop or transform their marketing efforts is far from comprehensive; therefore, this study is addressed to this knowledge gap.

Keywords: Marketing programs; Green products; Ecology; Sustainability; Marketing mix (search for similar items in EconPapers)
JEL-codes: M31 Q56 Q57 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2015:i:7:p:129-134

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