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

Abstract

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.

Zeleni marketing i aspekti razvoja zelenog marketinga u Republici Srbiji

“…Američko udruženje za marketing (engl. American Marketing Association -AMA) dalo je prvu definiciju zelenog marketinga kao proučavanja pozitivnih i negativnih aspekata marketing aktivnosti na uništavanje i crpljenje energetskih i neenergetskih resursa (Raletić & Beljanski, 2013). Zeleni marketing obuhvata širok spektar aktivnosti uključujući modifikaciju proizvoda, proizvodni proces, pakovanje, promociju i prodaju, a sve sa ciljem da potrošačima isporuči zdrave i ekološki bezbedne proizvode.…”

“…Na domaćem tržištu postoje segmenti potrošača koji pri svojoj kupovini preferiraju zelene proizvode, istovremeno vrednujući društveno odgovorno poslovanje koje uključuje i zeleni marketing (Marić & Milovanov, 2015). Ipak, Raletić & Beljanski (2013) navode da je zeleni marketing u Srbiji nedovoljno razvijen, a razloge za to dele na interne i eksterne. Pod internim razlozima navodi se nedovoljno razvijena svest menadžmenta kompanija o značaju zelenog marketinga.…”