CC-BY-NC-NDJevtić, AdrijanaRadić, AleksandraRiznić, DejanJovanović, LarisaErmakov, VadimBalaban, Suzana2023-12-262023-12-262023978-86-89061-17-8https://repozitorijum.tfbor.bg.ac.rs/handle/123456789/2448The 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.engreen marketinggreen marketing mixproductpriceplacepromotionconferenceObject