Предизвикателства пред зелените бизнес модели като нов подход в маркетинга
The challenges of green business models as a new marketing approach

Author(s): Nadejda Dimova, Mina Karpuzova
Subject(s): Economy, Marketing / Advertising, Green Transformation
Published by: Нов български университет
Keywords: green business models; green marketing; green economy; sustainable development
Summary/Abstract: The gradual consolidation of ecologically-oriented business management and a smooth transition from a linear to a circular green economy is observed in the last decades. The green development path that the EU has adopted as a priority is based on a lot of serious economic and environmental data and forecasts, with the main motivations being related to the current problem of critical raw materials, the excessive and ubiquitous accumulation of waste and the subsequent pollution of soil, air, and water. In this context, environmental marketing becomes an essential tool for a sustainable business strategy, as the company adopts and implements a number of green marketing practices in order to achieve better business results. The main purpose of this article is to answer the question of what the main challenges facing the establishment of green business models in the management of a company operating in the European market are, as a new and long-term approach in marketing. The research methods include literature analysis of the topic and presentation of a case study. In conclusion, the study‘s main outcomes are drawn and the research question is answered.

• Details
• Contents