Organization and implementation of green marketing

Ovim radom željela sam pružiti informacije o zelenim potrošačima i zelenom marketingu koji postaje važan čimbenik poslovanja. Promjene u društvu, okruženju, ekonomskom poslovanju i tehnologiji dovode do sasvim novih načina razmišljanja potrošača, ali i proizvođača koji žele proizvesti proizvode prema potrebama i željama potrošača vodeći pri tome računa o zaštiti okoliša. Zeleni marketing uključuje niz aktivnosti kao što su modifikacija proizvoda, promjene u procesu proizvodnje, promjene u ambalaži kao i novi način oglašavanja. Konkurentska prednost je jedna od najvećih prednosti usvajanja zelenog marketinga, a stječu je ona poduzeća čiji su ciljevi održivost, ulaganje u inovacije te briga za okoliš. Također, dobra segmentacija tržišta, ciljanje tržišta i pozicioniranje poduzeća može dovesti proizvođače do zelenih potrošača, te pritom proizvođači mogu ostvariti svoj profit kao i brinuti za okoliš i život budućih generacija. Govorit ću o zelenom marketinškom spletu koji se sastoji od zelenog proizvoda, ambalaže, cijene i marketinške komunikacije, a oni čine temelj za razumijevanje karakteristika potrošača i njihovo ponašanje zahtjeva iznimne napore marketinških stručnjaka. Sve je više zelenih potrošača koji su u sebi probudili svijest o očuvanju okoliša, te se prema njima okreće tržište primjenjujući pri tome proizvodnju sukladnu zaštiti okoliša, proizvodnju bez štetnih tvari (eko proizvodnja), bez ispušnih plinova, bez crpljenja i tako već oskudnih prirodnih resursa. Poduzeća poput Biovege i Toyote prepoznali su brigu za okoliš te proizvodnjom svojih proizvoda poput hibridnih automobila, hrane proizvedene bez štetnih tvari, materijala koji se mogu reciklirati uvelike privlače sve veći broj potrošača, i to zelenih potrošača. Također, zeleni proizvodi poput pametnih klupa, punjača za mobitel pomoću biljaka tek postaju apsolutni hit i čekaju svoj procvat.With this work I wanted to provide information about green consumers and green marketing, which is becoming an important business factor. Changes in society, in the environment, in business and technology lead to completely new ways in how consumers think, but also of the producers who want to produce products according to consumer needs and wishes, taking environmental protection into account. Green marketing includes a number of activities such as product modification, changes in the production process, packaging changes and a new way of advertising. The competitive advantage is one of the biggest advantages of adopting green marketing and it is acquired by companies whose goals are sustainability, the investment in innovation and looking after the environment. Also, good market segmentation, market orientation and company positioning can lead producers to green consumers, while manufacturers can earn their profits as well as take care of the environment and the lives of future generations. I'm going to talk about the green marketing mix that consists of green products, packaging, price and marketing communications which are the basis for understanding consumer characteristics and their behavior requires exceptional marketing experts. There are more and more green consumers who have become aware of the importance of environment protection and markets are meeting customer demands by applying environmentally-friendly production, the production without harmful substances (eco-production), without exhaust gases, without depleting natural resources which are already scarce. Companies such as Biovege and Toyota have recognized environmental concerns and the production of their products such as hybrid cars, food produced without harmful substances, recyclable materials is attracting a growing number of consumers, especially green consumers. Also green products such as smart benches, a plant-powered device for charging mobile phones are just becoming an absolute hit and are waiting to flourish