engleski

Green marketing and corporate social responsibility as the determinant of creating a segment of green consumers

Green marketing aims to achieve activities that will promote products and services that have minimal impact on the environment and society as a whole, with the creation of high quality images as well as the development of consumer awareness and change of attitudes and lifestyle. Consumer needs as well as their attitudes and opinions affect demand for organic products. Developed ecological awareness, environmental care and preservation, sustainable development, health care, the desire to consume quality products of ecologically grown, lifestyle and more are just some of the reasons that affect the demand for these products. The product certification confirms the traceability of obtaining products without harmful ingredients, and the eco-mark differentiates and places these products in consumer consciousness. One of the limiting factors is slightly less representation in consumption or demand is their slightly higher price than conventional crop products. As a follow-up, a segment called “green consumers” who benefit non-adverse environmental performance, using as little resources as possible, energy, having as many recycled components as possible, do not endanger their health and the health of others, does not include animal testing and others that will satisfy their needs and desires in all phases of the decision-making process as well as the post buying valuation. The paper presents the results of research on the impact of green marketing and socially responsible business organizations on the creation of green consumers, their consumer habits, familiarity with the ecological label, ecologically acceptable products and the concept of socially responsible business organizations that have positive effects on their society and the environment through their business processes.

green marketing, green consumer, social responsibility

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