Characteristics of Sustainable Marketing in Large Companies

Održivi razvoj ne obuhvaća samo okoliš, iako je zaštita okoliša bila prvotna motivacija, nego se bavi i našim zdravljem kao zajednice tako što pokušava osigurati da niti jedan čovjek ili područje života nisu ugroženi s poslovanjem poduzeća. Centralno pitanje održivog marketinga glasi, do koje mjere poduzeća isporučuju relevantne doprinose za poboljšanje socijalno-ekoloških problema dok u isto vrijeme donose kupcima dodanu vrijednost. Uloga koju imaju velike kompanije u održivom razvoju je golema. Neka znanstvena istraživanja pokazuju da kompanije sve više percipiraju da održivost poboljšuje njihovu marku. Istražene kompanije svjedoče da im je održivost donijela i porast konkurentske prednosti, smanjenje troškova, povećanje zadovoljstva zaposlenika, poticaje na inovacije itd. Ipak, koliko održivi marketing zapravo utječe na reputaciju kompanija, ostaje pitanje za istraživanje. Čini se da su životi potrošača toliko protkani proizvodima velikih kompanija da održivost i nije toliko bitna, da je važnije imati sve one proizvode koji nam život čine ugodnijim nego zaustaviti loše prakse. U Hrvatskoj su potrošači sve više voljni kupovati održivo i važno im je kako kompanije posluju, ali su nedovoljno informirani o stvarnim praksama i zbog toga ne djeluju u tom smjeru.Sustainable development encompasses not only the environment, although environmental protection was the primary motivation, but also addresses our health as a community by trying to ensure that no human or area of life is compromised with the business of the enterprise.The central issue of sustainable marketing is, to what extent companies deliver relevant contributions to improve socio-environmental problems while at the same time bringing added value to customers. The role that large companies have in sustainable development is huge.Some scientific research shows that companies are increasingly perceiving that sustainability improves their brand. The surveyed companies testify that sustainability has also brought them an increase in competitive advantage, reduced costs, increased employee satisfaction, incentives for innovation, etc.Yet how much sustainable marketing actually affects a company’s reputation remains a question to research.It seems that the lives of consumers are so interwoven with the products of large companies that sustainability is not so important, that it is more important to have all those products that make our lives more comfortable than to stop bad practices. In Croatia, consumers are increasingly willing to buy sustainably and it is important to them how companies operate, but they are insufficiently informed about actual practices and therefore do not act in that direction