SOCIAL RESPONSIBILITY AND ETHICS IN MARKETING

Društvena odgovornost koncept je poslovanja u kojem primarni cilj poduzeća nije samo ostvarenje profita, već je i vrlo važna briga za društvo i zajednicu te zaštita okoliša u kojem poduzeće djeluje. Primjena društvene odgovornosti u poslovanju poduzeća danas bi se trebalo smatrati sastavnim dijelom poslovanja, a ne izborom vlasnika. Implementacijom društvene odgovornosti u poslovanje poduzeće stječe bolji ugled u društvu te prednost među konkurencijom. Biti društveno odgovoran postala je važna sastavnica uspješnog poslovanja, jer su današnji potrošači sve više ekološki osviješteni te prilikom donošenja odluke o kupnji sve veću pažnju pridodaju tome je li proizvod ekološki prihvatljiv. Danas, resursi postaju sve oskudniji, a okoliš sve zagađeniji, stoga se treba težiti proizvodnji koja ima minimalno negativan utjecaj na okoliš kao i korištenje obnovljivih vrsta resursa u proizvodnji.Social responsibility is a business concept in which the primary goal of the company is not only to make a profit but also a very important concern for society and the community and the protection of the environment in which the company operates. The application of social responsibility in the business of a company to day should be considered an integral part of the business, not the choice of the owner. By implementing social responsibility in business, the company gains a better reputation in society and an advantage over the competition. Being socially responsible has become an important component of successful business because today's consumers are increasingly environmentally aware and when making a purchase decision they pay more and more attention to whether the product is environmentallyfriendly. Today, resources are becoming increasingly scarce and the environment increasingly polluted, so we should strive for production that has a minimal negative impact on the environment as well as the use of renewable resources in production