ORIGINAL RESEARCH PAPER
Green marketing is a logical answer to the consumer society
by
Ivan Tolić 1 
1 Zagreb School of Business, Zagreb, Croatia
ABSTRACT
In a very short time, green marketing has become a new trend in the orientation of companies in the world, where it represents a new face of modern marketing theory and is the answer to the current consumer society. The aim of this paper is to study the consumer society, its characteristics and consequences on the community as a whole. The consumer today is no longer just a passive observer, but an active participant in the events - Such a role of the consumer in the modern market necessarily leads to a different marketing approach of companies. The conducted research aims to identify the green marketing concept and clarify the boundaries and elements associated with the new marketing concept. The research concluded that green marketing is the application of traditional marketing practices, putting environmental protection first as a priority when determining the elements of the marketing mix from product design, pricing, distribution and promotion. Also, it has been proven that green marketing is not limited to just one sector, but to world-leading experiences in almost all industrial branches.
Keywords: consumer society, green marketing, consumer rights, consumerism
HOW TO CITE THIS ARTICLE
Tolić I. (2024). Green marketing is a logical answer to the consumer society, MAP Social Sciences, 5, 1-11. doi: https://doi.org/10.53880/2744-2454.2024.5.1