Keywords
green marketing
consumer rights
consumerism
How to Cite
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.
References
Bagozzi, Richard P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology, 41(4), 607-627. doi: 10.1037/0022-3514.41.4.607.
Braga Junior, S. S., da Silva, D., Satolo, E. G., Magalhães, M. M., Putti, F. F. & de Oliveira Braga, W. R. (2014). Environmental concern has to do with the stated purchase behavior of green products at retail? Social Sciences, 3(1), 23-30. doi: 10.11648/j.ss.20140301.15
Braga, S. S., Da Silva, D., Luiz, G. M. & Braga, W. O. (2015). The Effects of Environmental Concern on Purchase of Green Products in Retail, Procedia - Social and Behavioral Sciences, 170, 99-108.
Carrigan, M., Moraes, C., & Leek, S. (2011) Fostering Responsible Communities: A Community Social Marketing Approach to Sustainable Living. Journal of Business Ethics, 100(3), pp. 515–534.
Crumpei, I., Boncu, S. & Crumpei, G. (2014). Environmental Attitudes and Ecological Moral Reasoning in Romanian Students. Procedia-Social and Behavioral Sciences, 114, 461-465
Dahlstrom, R. (2010) Green marketing management. South-Western, Cengage Learning.
Dangelico, R. M., Vocalelli, D. (2017) “Green Marketing” An analysis of definitions, strategy steps, and tools thorugh a systematic review of the literature, Journal of Cleaner Production, Vol. 165, pp. 1263-1279. https://doi.org/10.1016/j. jclepro.2017.07.184 (date of access: 122.05.2022.)
Jackson, T. (2009). Prosperity without growth: economics for a finite planet. London; New York: Earthscan.
Kilbourne, W. E., & Carlson, L. (2008). The dominant social paradigm, consumption, and environmental attitudes: can macromarketing education help? Journal of Macromarketing, 28(2), pp. 106-121.
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental education research, 8(3), pp. 239-260.
Kotler, P. (2011) Reinventing Marketing to Manage the Environmental Imperative, Journal of Marketing, Vol. 75, p. 132- 135. https://doi.org/10.1509/jmkg.75.4.132 (date of access: 03.05.2023.)
Kotler, P. i Armstrong, G. (2012) Principles of Marketing, 14th ed., Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey
Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37, pp. 482-489.
Kumar, P. (2014), “Greening retail: an Indian experience”, International Journal of Retail and Distribution Management, Vol. 42 No. 7, pp. 613-625.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of consumer marketing, 18(6), pp. 503-520.
Nefat, A., Belazić, D. & Alerić, D. 2012. Antecedents and outcomes of service recovery satisfaction in telecommunications in Croatia along with the role of image and perceived References switching costs. Economic Research / Ekonomska Istraživanja, 25(4):1051-1066. https://doi.org/10.1080/1331677X.2012.11517547 (date of access: 03.05.2023).
Ottman, J. A. (2008). The five simple rules of green marketing. Design management review, 19(4), pp.65-69
Peattie, K. (1995). Environmental marketing management: Meeting the green challenge. London: Pitman.
Peattie, K. (1999). Rethinking marketing: shifting to a greener paradigm. Greener marketing: a global perspective on greening marketing practice, Routledge pp.57(70),
Peattie, K. (1999). Trappings versus substance in the greening of marketing planning. Journal of Strategic Marketing, 7(2), pp.131-148.
Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy & the Environment (John Wiley & Sons, Inc), 10(4), str. 187–199.
Polonsky, M. J., & Rosenberger III, P. J. (2001). Reevaluating green marketing: a strategic approach. Business Horizons, 44(5), pp. 21-30.
Schlegelmilch, B. B., Bohlen, G. M., & Diamontopolous, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), pp. 35–55.
Simmons, D., & Widmar, R. (1990). Motivations and barriers to recycling: Toward a strategy for public education. The Journal of Environmental Education, 22(1), pp.13-18.
Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of consumer marketing, 16(6), pp. 558-575.
Vandermerwe, S., & Oliff, M. D. (1990). Customers drive corporations. Long Range Planning, 23(6), str.10-16.
Vining, J., & Ebreo, A. (1990). What makes a recycler? A comparison of recyclers and nonrecyclers. Environment and behavior, 22(1), pp.55-73.
Wearing, S., & Neil, J. (2000). Refiguring self and identity through volunteer tourism. Society and Leisure, 23(2), 389e419.
Wearing, S., & Neil, J. (2003). Expanding sustainable tourism’s conceptualization: ecotourism, volunteerism and serious leisure. In S. F. McCool, & R. N. Moisey (Eds.), Tourism, recreation and sustainability: Linking culture and the environment (pp. 233e254). Wallingford: CABI
Wells, V. K., Ponting, C. A., & Peattie, K. (2011). Behaviour and climate change: Consumer perceptions of responsibility. Journal of Marketing Management, 27(7/8), pp. 808–833.