Green marketing in the function of sustainable development

Abstract

The concept of green marketing arose in response to climate change and global warming. As a part of a holistic marketing concept, green marketing includes activities related to adapting production processes, product modification, improving packaging and product labeling systems, communicating the environmental benefits of products, in a way that has minimal negative effects on the environment. According to the principles of green marketing, every instrument in the marketing mix has a green perspective. National economies and enterprises have recognized the value of green marketing in meeting the needs and demands of consumers, but also as an incentive for growth and expansion of economic activities. The paper analyzes the concept of green marketing, as well as the instruments of the green marketing mix to understand its importance in modern business conditions. Environmental taxation, as an integral part of green marketing, indicates the importance and significance of preserving the environment in the function of growth and development of the economy. It is emphasized that the marketing strategy should be a response to the changing market needs, but also an incentive to create environmental awareness of consumers.