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Actual Questions of Green Marketing

Melinda Majláth

from Óbuda University, Keleti Faculty of Business and Management

Abstract: Fortunately nowadays green topics are in the focus of interest in all areas of life. Companies have also recognized profitable opportunities in serving green customers’ needs. But doing the right thing is not so easy, because there are lots of different challenges in performing green marketing. In this article four problems have been mentioned: we need to identify green customers, but social desirability biases may mislead us; being green is a fashion – is this possible?;can getting certification can help us to gain more customers? and finally, how should green communication look like?

Keywords: green marketing; social desirability bias; green advertising; green certification (search for similar items in EconPapers)
Date: 2012
ISBN: 9786155018329
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