Importance of Green Marketing and Its Potential

RNDr. Zuzana Dvořáková Líšková 1 , Eva Cudlínová 2 , Petra Pártlová 2 ,  and Dvořák Petr 3
  • 1 Ph.D., University of South Bohemia, Faculty of Economics, Department of Regional Management, Studentska 13, 370 05 Česke Budějovice, a
  • 2 University of South Bohemia, Faculty of Economics, Department of Regional Management, a
  • 3 Institute of Aquaculture and Protection of Waters, Faculty of Fisheries and Protection of Waters, University of South Bohemia, a

Abstract

Green marketing is possibly the newest type of marketing. Recently, it has also been the most discussed one by organizations, companies and even states. Green marketing tries to produce, promote and recycle products that are friendly to the environment. Green marketing is a global concern and it is going to have a better future. However, this type of marketing meets a few problems such as much effort to replace conventional products and a lack of confidence. Many companies produce and promote such products as much as possible. In spite of this, the public is still sceptical. The paper presents the theoretical important knowledge on green marketing, its definitions, customer behaviour formulas, and its potential.

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

  • Boztepe, A. 2012. Green Marketing and Its Impact on Consumer Buying Behavior. In European Journal of Economic and Political Studies, vol. 5, 2012, no. 1, pp. 5-21.

  • EPINEY, A. 1997. Umweltrecht in der Europaischen Union. Carl Heymanns, p. 190.

  • Ginsberg, J.M. - Bloom , P.N. 2004. Choosing the right green marketing strategy. In MIT Sloan management review. Messachusetts Institute of Technology, 2004, pp. 79-84.

  • Grant , J. 2007. The green marketing manifesto. Chichester, West Sussex : John Wiley & Sons Ltd., England, 2007.

  • Jansson, J. - Marell, A. - Nordlund , A. 2010. Green consumer behaviour: Determinants of curtailment and eco-innovation adoption. In Journal of Consumer Marketing, vol. 27, 2010, no. 4, pp. 358-370.

  • Jansson, J. - Marell, A. - Nordlund , A. 2010. Green consumer behaviour: Determinants of curtailment and eco-innovation adoption. In Journal of Consumer Marketing, vol. 27, 2010, no. 4, pp. 358-370.

  • Kar Yan , Y. - Yazdanifard , R. 2014. The concept of green marketing and green product development on consumer buying approach. In Global Journal of Commerce & Management Perspective, vol. 3, 2014, no. 2,pp. 33-38.

  • Kinoti , M. W. 2011. Green marketing intervention strategies and sustainable development: A conceptual paper. In International Journal of Business and Social Science, vol. 2, 2011, no. 2, pp. 263-273.

  • Kinoti , M. W. 2011. Green marketing intervention strategies and sustainable development: A conceptual paper. In International Journal of Business and Social Science, vol. 2, 2011, no. 23, pp. 263-273.

  • LANDMANN, U. 1997. Umwelt- und Verpackungszeichen in Europa: Instrumente produktbezogener Umweltpolitik, Einordnung und Charakterisierung von Umweltzeichen. Landsberg, 1997, p. 9.

  • Modi , A.G. - Patel , J. D. 2013. Classifying Consumers based upon their Proenvironmental Behaviour: An Empirical Investigation. In Asian Academy of Management Journal, vol. 18, 2013, no. 2, pp. 85-104.

  • Paco , A.M.F. - Rapaso , M.L.B. 2008. Determining the characteristics to profile the “green consumer: an exploratory approach. In International review on public and nonprofit marketing, vol. 5, 2008, no. 2, pp. 129-140.

  • ROLLER, G. 1992. Der ‘Blaue Engel’ und die ‘Europaische Blume. In EuZW, 1992, no.16, p. 500.

  • STAFFIN, E. B. 1996. Trade barrier or trade boon: a critical evaluation of environmental labeling and its role in the ‘Greening’ of world trade. In Colum. Environ. L. J., 1996, no. 21, pp. 224.

  • Woolverton , A. - Dimitri, C. 2010. Green marketing: Are environmental and social objectives compatible with profit maximization? Renewable agriculture and food systems. Cambridge : Cambridge university press, 2010, pp. 90-98.

OPEN ACCESS

Journal + Issues

Search