engleski

Green marketing in Croatia – research of experience and effects on the establishment of environmentally and socially responsible business

Environmental care and preservation of environment have become very frequent topics and discussions of our everyday life. It is the fact that drinking water is increasingly less available, that 20 – 30 % of plants and animals will become extinct if we continue at this pace of temperature growth ; that we are about to witness an increased risk of food shortage – famine ; that there will be an increased risk of contagious diseases, all leading up to the most popular issues of our days - ecology, environment, recycling, both for the citizens and within a wider social and economic community. Furthermore, these issues result in the habit of buying a whole line of products, particularly if they boast attractive design and interesting advertising message or else of they are advertised by a celebrity, all aimed at following the world trend – being ecologically aware – living with nature. The subject of this research is the description and understanding of the model of green marketing through the prism of implementation and practical experiences in the Republic of Croatia. The objective of the research is the observation of trends and directions of development of socially responsible business in Croatian companies, their focus on ecological issues and all possible actions undertaken with that regard whose totality affects the entire marketing mix. All data have been presented in this paper and used for drawing certain conclusions about the implementation and practice of green marketing in the Republic of Croatia

: green marketing; socially responsible business; ecology; green products

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