Las técnicas moleculares
GRUPO EUROPEO DE ÉTICA DE LA CIENCIA Y DE LAS NUEVAS TECNOLOGÍAS
GREEN MARKETING
1Ivana Domazet2
Institute of Economic Sciences, Belgrade, Serbia Milica Kovačević3
Mediterranean University, Montenegro Business School, Podgorica, Montenegro
OBJECTIVES
All forms of business have (positive or negative) impacts on the environment. Companies, in addition to the rights to use renewable and non-renewable natural resources, must also have the obligations related to their use and protection of nature. Business operations should not be focused solely on profits, which means that companies have to be socially responsible and have to take care of the environment. The question is whether business can assume ecological and social responsibility and stay profitable at the same time? The aim of this paper is to show that this is feasible, and one of the ways to achieve it, and even benefit from this challenge, is to apply green marketing - a leverage that contributes to socially responsible business. The issue of sustainable development through green marketing, and generally through green economy, must be incorporated into the company's business strategy.
METHODOLOGY
Given that the paper deals with the analysis of the impact of green marketing on achieving sustainable development, the existing literature dealing with this issue is primarily analyzed. There is a significant number of articles and other papers on this topic, but they are mostly related to foreign markets. When it comes to Serbia
1 This paper is a part of research projects number III47009 (European Integrations and
Socio-economic Changes in the Economy of Serbia on the Way to the EU) and OI179015 (Challenges and Prospects of Structural Changes in Serbia: Strategic Directions of Economic Development and Harmonization with the EU Requirements), financed by the Ministry of Education, Science and Technological Development of the Republic of Serbia.
2 PhD, e-mail: [email protected] 3 MSc, e-mail: [email protected]
and Montenegro, there are not many scientific papers in this area. There are sporadic studies of certain areas of green marketing application and activities that contribute to sustainable development, which are, in many cases, carried out by non-governmental and international organizations, and less by the scientific community. This paper aims to deepen the knowledge, as well as analyze the advantages and difficulties of implementing green marketing in achieving sustainable development. The empirical analysis in the paper is based on several aspects – where the position of the main subject in this area (consumers, companies and the state) was examined. For this purpose, the "meta" analysis was applied - that is, the results and conclusions of this paper were obtained using secondary sources of data from existing empirical researches. The aim of the paper is to give recommendations and examples of good practice of green marketing implementation in companies, and a case study analysis method.
RESULTS
Benefits of companies applying the concept of green marketing are multiple (creating a positive business image, promoting the concept of a socially responsible company, improving business efficiency, creating new market potentials and penetrating existing markets, etc.). These benefits can be viewed at a macro level as such action leads to sustainable development (e.g. through energy savings, reduced waste etc.). Compared to developed countries, consumers in developing countries have less ecological awareness, but there are also significant differences between them. For example, compared to other countries in the region, consumers from Montenegro are considerably less involved in environmentally responsible purchasing, and are not sufficiently informed how they can contribute to the preservation of the environment.
IMPLICATIONS
In spite of the global framework of the analysis, the focus of the work was on the operations of companies from Montenegro and the Western Balkans region, so that examples and recommendations can be of paramount importance for companies in Montenegro planning to incorporate an ecologically and socially responsible component into their business. The paper can also be used at faculties, in marketing and green marketing studies - theoretically and through case study analysis.
ORIGINALITY VALUE
The originality of the work is reflected in the analysis of the current literature and conducted researches in the fields of green marketing, sustainable development and their connection. A special contribution is in presenting a comparative analysis of Montenegro and the countries of the region, primarily in the area of ecological awareness of consumers. The added value is reflected in case study analysis and recommendations for green marketing application in an efficient way, which can contribute to improving business operations and sustainable development of the economy and society as a whole in the long run.
KEY WORDS
Green marketing, sustainable development, social responsibility, ecological awareness
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