Green marketing

Marketing kao disciplina uvijek prati društveno-ekonomski razvitak i odraz je postojećih društveno-ekonomskih odnosa, te sukladno tome u uvjetima rastuće ekološke svijesti dolazi do pojave novoga segmenta potrošača takozvanih zelenih potrošača, a time se javlja i zeleni marketing. Zeleni je marketing naziv za marketinške napore usmjerene na zadovoljavanje želja potrošača vezanih uz zaštitu okoliša. Zeleni ili marketing okoliša sastoji se od svih aktivnosti oblikovanih da generiraju i omogućavaju bilo koju razmjenu u cilju zadovoljenja ljudskih potreba ili želja, na način da zadvoljenje tih potreba i želja ima minimalno štetan utjecaj na prirodni okoliš. Usvajanje koncepta zelenoga marketinga u cijelosti, ili samo u nekim njegovim dijelovima, svjedoči o kvalitetnom pristupu poslovanju, o promišljanju i nastojanju poduzeća da se diferencira od konkurencije i na bolji način zadovolji potrebe i želje tržišnih skupina. Zeleni potrošači se definiraju kao osobe koje donose odluku o nabavljanju i ne nabavljanju proizvoda najmanjim dijelom temeljenu na brizi za okoliš ili socijalnim kriterijima. U ovom radu se govori o pojmu zeleni marketing, njegovim strategijama, zelenim potrošačima i njihovim navikama te se izlažu rezultati istraživanja o ulozi, percepciji i upoznatosti potrošača o strategiji zelenog marketinga.Marketing as a discipline is always accompanied by socioeconomic development and is a reflection of the existing socio-economic relations. In accordance with that,under the conditions of growing environmental consciousness a new segment of consumers –the green consumers emerges, and thus the green marketing occurs. Green marketing is the name for marketing efforts aimed at satisfying consumers desires related to environmental protection. Green or environmental marketing consists of activities designed to generate and enable any exchanges in order to satisfy human needs or desires in a way that satisfying these needs and desires has a minimum detrimental effect on the natural environment. The adoption of the green marketing concept as a whole, or only in some of its parts, testifies the high quality approach to business, consideration and determination of the company to differentiate itself from the competition and meeting the needs and desires of market groups more effectively. Green consumers are defined as those who make the decision about how to obtain or not to obtain the product at least in part based on concern for the environmental or social criteria. This paper discusses the concept of green marketing, its strategies, green consumers and their habits. It presents the results of research on the role, the perception and awareness of consumers on the green marketing strategy