“Green Pack” in Function of Green Marketing as a Form of Social Responsibility in Serbia

Saša Raletić, Dragana Beljanski


Green marketing is defined as a partnership of all interested stakeholders to sustainable development. This form of marketing is a relatively new form of social responsibility in Serbia and as such it is subject of this paper. The necessity of integration of green marketing in a social responsible behavior is justified by the fact that purely commercial marketing business ignores the possible conflict between short-term desires and long-term benefits of market entities and society, with regard to global environmental problems. The laws are the lower limits of business and the community social responsibility, which includes green marketing, a higher level. Whereas the National Assembly of the Republic of Serbia in May 2009 adopted 16 laws on environmental protection, that is called the “Green Package”. Laws were passed with the aim of regulating the business and social responsibility and green marketing and development. The aim of this analysis is the “Green Package” as a basis for application of green marketing in Serbia. The work will result in efficiencies that are realized by applying the law of “green package” and point to existing gaps.


green marketing, “Green Pack”, social responsibility

Full Text:



Jordan R., Quynn K.L. ( 2001). Invest in Charity. Johan Wiliy &Sons, Inc, Boston

Kotler P., Kartajaya H. and Setiawan I. (2010). Marketing 3.0. Johan Weley & Sons; Inc, New Jersey

Kotler P., Nancy L. and Roberto N. (2008). Social marketing. Clio, Belgrade

Serbian Government (2009). Official Gazette of the Republic of Serbia. Republic of Serbia, No. 36/09.

Parsons E. and MacLaran P. (2009). Contemporary Issues in marketing and customer behavior. Butterworth Heinneman-Elsevier Science, Oxford

Prakash A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment., 11, 285-297

Roberts M. and Ryan M.M. (2005). The Influence of Cause-Related Marketing on Purchase Behaviour. Australian and New Zealand Marketing Academy VII Conference: Corporate Resposibility,89-94

Simcic P. and Belliu A. (2001). Corporate social responsibility and cause related marketing. International Journal of Advertising, 20 (2),207-222

Siropolis N.C. (1995). Menadžment malog preduzeća. 4nd end, Mete, Zagreb

Strizhakova Y., Coulter R. and Price L. (2010). Responses of global citizens to cause-related green marketing. Journal of International Marketing, 16 (4), 57-85.

Svensson G. and Wood G. (2007). Cause related marketing – commercialism or altruism: Finding the balance? Int. J. Electronic Customer Relationship Management, 1 (3), 231-241

Verghese A.K. (2006). Partnerships and Cause Related Marketing: Building brands for the future. ICFAI Journal of Brand Management, 3 (1), 30-42

Wilhelmsson, T. (1998). Consumer Law and the Environment: From Consumer to Citizen. Journal of Customer policy; 2 (1)45-70

DOI: https://doi.org/10.26458/jedep.v2i2.22


  • There are currently no refbacks.

Copyright (c)



Environmental Science Journals,<br /> Natural Science Journals, SciTech Journals, Illustrata: Natural Science ICV 2015: 81.51DOAJREPEC   citefactor researcherid ECONBIZ ERIHPLUS     Sherpa" researchbib Gale Base    

Ulrichs     Stanford    

cornelniv    oclc     Toc     google
    ez3     ilinois sjif ohs 

Administred: Rocsana B. Manea Tonis