Socially responsible marketing in agriculture

Društveno odgovoran marketing sve više postaje suvremena poslovna praksa, te ga samim time primjenjuju brojna poduzeća diljem svijeta. Današnje stanje u našim poduzećima podleglo je svjetskom utjecaju te prihvatilo koncept društvene odgovornosti iako su do prije nekoliko godina bili orijentirani samo na oblik poslovanja koji donosi dobit. S obzirom da raste broj poduzeća koja brinu o društvenoj odgovornosti, ministarstvo svake godine raspisuje brojne projekte u svrhu povećanja razine osviještenosti i poslodavaca i građana. Prema istraživanjima, ona poduzeća koja se odluče na prakticiranje društveno odgovornog marketinga u svom poslovanju stječu konkurentsku prednost na tržištu, imaju veće prihode i smanjene troškove poslovanja. Ubrzo su menadžeri shvatili osjetljivost krajnjih potrošača na zaštitu okoliša i brigu o zdravlju korištenjem organskih proizvoda. Kako bi poduzeća uspješno prakticirala društveno odgovorno poslovanje važno je da razumiju i komuniciraju sa takozvanim zelenim potrošačima te da na osnovu povratnih informacija razvijaju svoje poslovanje. U radu se objašnjava pojam društveno odgovornog marketinga, njegovim strategijama, važnosti i onome što on donosi za budućnost svih nas. Također, nalaze se i rezultati anketnog istraživanja o upoznatosti populacije Osječko-baranjske županije o društveno odgovornom marketingu.Socially responsible marketing is increasingly becoming a modern business practice, and thus it is applied by many companies around the world. Today's situation in our companies has succumbed to global influence and accepted the concept of social responsibility. However, until a few years ago, they focused only on a form of business that brings profit. As the number of companies that care about social responsibility grows, the ministry announces several projects every year to increase the awareness level of both employers and citizens. According to research, those companies that choose to practise socially responsible marketing gain a competitive advantage in the market, have higher revenues and reduce operating costs. In addition, managers soon realized the sensitivity of end consumers to environmental protection and health care through the use of organic products. For companies to successfully practice socially responsible business, it is important that they understand and communicate with so-called green consumers and develop their business based on feedback. The paper explains the concept of socially responsible marketing, its strategies, importance and what it brings for the future of all of us. Also, there are the results of a survey on the awareness of the population of Osijek-Baranja County about socially responsible marketing