Green marketing and development aspects of green marketing in Republic of Serbia

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dc.citation.rankM34
dc.citation.spage189
dc.contributor.authorJevtić, Adrijana
dc.contributor.authorRadić, Aleksandra
dc.contributor.authorRiznić, Dejan
dc.contributor.editorJovanović, Larisa
dc.contributor.editorErmakov, Vadim
dc.contributor.editorBalaban, Suzana
dc.date.accessioned2023-12-26T08:47:46Z
dc.date.available2023-12-26T08:47:46Z
dc.date.issued2023
dc.description.abstractThe development of society at the global level is closely related to population growth and accelerated industrialization. There are more and more consumers who, due to good information, demand products with specific characteristics. Among them are those who consider the environmental aspects of the products or services they buy. To survive in the market, companies are forced to adapt to such requirements. This is how the concept of green marketing came about. This paper presents the concept of green marketing, as a new condition for the survival of companies on the market. As the concept of green marketing implies the existence of green elements of the marketing mix, the paper highlights additional requirements that the elements must fulfil to be characterized as green. The aim of this paper is to systematically present an overview of the development of the concept of green marketing and the conditions that must be fulfilled, as well as to indicate the state of development of green marketing in the Republic of Serbia. The general conclusion reached is that this concept is only in its infancy on the territory of Serbia, and that its greater application is expected in the near future.
dc.identifier.isbn978-86-89061-17-8
dc.identifier.urihttps://repozitorijum.tfbor.bg.ac.rs/handle/123456789/2448
dc.language.isoen
dc.publisherNaučno-stručno Društvo za zaštitu životne sredine Srbije ECOLOGICA
dc.rights.licenseCC-BY-NC-ND
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.sourceBook of Abstracts, International scientific conference Green economy in the function of solving global environmental problems 2023
dc.subjectgreen marketing
dc.subjectgreen marketing mix
dc.subjectproduct
dc.subjectprice
dc.subjectplace
dc.subjectpromotion
dc.titleGreen marketing and development aspects of green marketing in Republic of Serbia
dc.typeconferenceObject
dc.type.versionpublishedVersion

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