The role of green marketing in achieving sustainable development

Domazet, Ivana and Kovačević, Milica (2018) The role of green marketing in achieving sustainable development. In: Sustainable growth and development in small open economies. Institute of World Economics; Centre for Economic and Regional Studies of the Hungarian Academy of Sciences, Budapest, pp. 57-72. ISBN 978-963-301-663-3

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Abstract

All forms of business affect the environment. In addition to the right to use natural resources, companies also have their obligations regarding their utilization. They must not be focused solely on profit, but must be socially responsible and take care of the environment. This raises the question of whether the company can be both environmentally and socially responsible and profitable at the same time. The aim of this paper is to show that it can, and one of the methods is the application of green marketing, which contributes to sustainable development. The issue of sustainability must be more closely integrated into the marketing strategy. This paper analyzes the benefits and difficulties of applying green marketing and its role in achieving sustainable development. The analysis was carried out from several aspects - the position of the main subjects in this field (consumers, enterprises, countries) was examined. For this purpose, the "meta" empirical analysis was applied - data from existing empirical research were used to obtain the results and conclusions of this paper. Since the aim of the paper is to give recommendations and examples of the green marketing application in enterprises, in addition to the research of the existing literature, we used the method of case studies analysis.

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