GREEN MARKETING
GREEN MARKETING

Summary/Abstract: Green marketing is increasingly affirmed as a key element of modern business, given the growing consumer awareness of environmental and sustainability issues. In today's world, whereclimate change, environmental pollution and the exploitation of natural resources are becoming increasinglyproblems, companies that adopt environmentally sustainable practices not only build a positivereputation, but often also strengthen their market position. An increasing number of consumers are interested in environmentally friendly products andservices, whichcompany management should not ignore, from the aspect of their business.Changes inmarket needs have led to the development of green marketing, where it is in the interest of today's companies to introduceenvironmentally friendly business and to present it to consumers, i.e. thepublic, with the help of marketing.

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