GREEN MARKETING AND SUSTAINABLE DEVELOPMENT – EXPERIENCES FROM REPUBLIC OF SERBIA
Keywords:sustainable development, green marketing, environmental protection
AbstractThe world must be developed according to the needs of people, but with the obligation of sustainable development as a comprehensive process that depress all aspects of life, at all levels.Sustainable development is about making models in a qualitative way to meet the socio-economic needs and interests of citizens, while eliminating or significantly reducing the impacts that threaten or harm the environment and natural resources.Sustainable development of mankind leads to a sustainable society in which man has good control of the planet and responsible custodian of heritage for future generations.Sustainable development is without a doubt, as a result of the coming dramatic changes requested in all areas of life of every individual. Changes are related to the change in our spending habits (which in itself is already hard enough) and the change of consciousness in the fields of economics, politics and society.Companies that are self-conscious to environment with potential for business and profits, also realize a significant contribution to environmental protection. These successful companies not only sell products to its customers and thus gain profits, but in the corporate commitment to make decisions for the care of their surroundings. In contrast to conventional producers, the most successful green companies direct their customers, or in advance know what needs to be made and the buyer offers an environmentally friendly product. Green companies are ready to address concerns about the natural environment.Green marketing is the primary segment of social marketing, because it covers the protection and preservation of the values necessary for survival, existence and development of man as a human being, reflecting the practical support the implementation of the philosophy of sustainable development of mankind.Green marketing presents important opportunities for industry and economy of the Republic of Serbia. Therefore Serbian companies must re-define the roles of business and products, as well as joint work with government agencies, consumer groups and NGOs. Serbia is becoming aware of environmental issues, but for green marketing businesses, companies, consumers and government still do not pay enough importance.
Čajka, Z., "Green marketing - a challenge for the future." Business Policy 33.1 (2004): 55-56.
Čajka, Z.. "Green marketing - a concept of green product." Ecologica 12:44 (2005): 43-47.
Encouraging environmentally sustainable growth: experience in OECD countries, ECO / WKO (2001), OECD, 2001
Ilić, M., Radnović B, .. "SWOT analysis and eco-marketing." Marketing 28.1 (1997): 41-46.
Ilić, M.M.. "SWOT analysis and eco-marketing." Marketing 28.1 (1997): 41-46.
Kosović, M. S. (2010). Sustainable development of water resources and biodiversity. Ecologica, 17 (59), 415-418.
Mihajlović, D. & Živković, S. (2010). Global ecological and economic problems in the Third Millennium. Ecologica, 17 (59), 437-440.
Pecić, L.. "Environmental protection and green marketing." Quality 20.5-6 (2010): 79-81.
Petrović N, "Environmental Management", Newpress, Smederevo, 2007.
Radnović B, Ilić M, "Customer relationship management CRM software solutions and market-oriented enterprises", Proceedings of E-commerce 2008, Palić, 2008.
Radnović B., Ilić M, Živković Z, Corporate Social Responsibility and the nonprofit sector - and unethical marketing strategy or genuine concern, 3rd International Conference of Economic Sciences, Kaposvar 2011th
Rakić, B., Rakić M, "The application of marketing in organizations and the Serbian economy." Economic perspectives 12.3 (2007): 481-494.
Rio Declaration on Environment and development, adopted at the UN conference on Environment and Development, Rio de Janeiro in 1992.
Todić D, Environmental management in conditions of globalization, Megatrend University, Belgrade 2003.
World Commission on Environment and Development (WCED), Our Common Future, Oxford 1987
How to Cite
Journal of Economic Development, Environment and People by Authors is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at http://ojs.spiruharet.ro/index.php/jedep/issue/archive.