Green Marketing and its Use in a Transport Company

Open access


Green marketing as a part of environmental management has become a new marketing philosophy of many companies. It includes more than just a simple building of corporate image but it also becomes a modern idea of the enforcement of actual environmental trends to a broad spectrum of business activities. The field of action of green marketing tools is relatively extensive, starting with the protection of environment, production and sale of products and services with ecological conditions and requirements, through the final consumption of environmentally friendly products, which affects the quality of life and health of the whole society. The aim of the article includes to provide a literature review on the issue from several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of a green marketing and also analyses its use in a Slovak public transport company. Based on this, in discussion are indicated some proposals to improve the effectivity and visibility of these activities in the public transport company and thus ensure the image of the company as more environmental friendly. This measures help to improve the positive perception of the company by customers and the general public.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • [1] Krizanova A. et al. (2015). Building a brand in the context of sustainable development. ICMEMI 2015 - International conference on management engineering and management innovation (proceedings) Changsha China In: AEBMR-Advances in Economics Business and Management Research 3 79-84.

  • [2] Chen E. & Gavious I. (2015). Does CSR have different value implications for different shareholders? Finance Research Letters 14 29-35. DOI: 10.1016/

  • [3] Prosenak et al. (2008). A requisitely holistic approach to marketing in terms of social wellbeing. Kybernetes 37(9/10) 1508-1529. DOI: 10.1108/03684920810907832.

  • [4] Kinoti W.M. (2011). Green marketing Intervention Strategies and Sustainable Development: A Conceptual Paper. International Journal of Business and Social Science 2 (23/2011) 263-273.

  • [5] Van Dam K.Y. & Apeldoom A.P. (1996). Sustainable Marketing. Journal of Macromarketing 16(2) 45-56. DOI: 10.1177/027614679601600204.

  • [6] Peattie K. & Crane A. (2012). Green marketing: legend myth farce or prophesy? An International Journal 8(4) 357-370. DOI: 10.1108/13522750510619733.

  • [7] Rusko M. & Balog K. (2007). Green Marketing. Retrieved from:

  • [8] De Villiers C. & Marques A. (2016). Corporate social responsibility country-level predispositions and the consequences of choosing a level of disclosure. Accounting and Business Research 46 (2) 167-195. DOI: 10.1080/00014788.2015.1039476.

  • [9] Lieskovska V. (2010). Green Marketing. Bratislava: Ekonóm.

  • [10] Dutta B. (2009). Sustainable Green Marketing: The New Imperative. Retrieved from:

  • [11] Rypakova M. et al. (2015). Suggestion of green customer segmentation in Slovakia Procedia Economics and finance 26 359-366. DOI: 10.1016/S2212-5671(15)00865-5.

  • [12] Willness C. et al. (2012). How awareness greenwashing and public opinion influence employees' concept of their company's "green" practices. International Journal of Psychology 47(1SI) 527-527.

  • [13] Jiang W.Y. & Wong J.K.W. (2016). Key activity areas of corporate social responsibility (CSR) in the construction industry: A study of China. Journal of Cleaner Production 113 850-860. DOI: 10.1016/j.jclepro.2015.10.093.

  • [14] About the Company. Retrieved from:

  • [15] Annual reports. Retrieved from:

  • [16] Lizbetinova L. Hitka M. Li Ch. & Caha Z. (2017). Motivation of Employees of Transport and Logistics Companies in the Czech Republic and in a Selected Region of the PRC. In 18th International Scientific Conference on LOGI Vol. 134 (Article Nr. 00032). Ceske Budejovice Czech Republic.

Journal information
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 387 276 12
PDF Downloads 278 203 6