Abstract
In recent years the global environment has deteriorated due to gradual growth of the population. The destruction of environmental systems is linked to the lifestyle and behavior of consumers, especially with excessive consumption and inappropriate use of resources. Climate change, loss of biodiversity, atmospheric pollution, and waste management are the most important global environmental issues. Today's state of the environment and the catastrophic consequences of human activities require revision of existing approaches to management. The new approach should be based on deep respect for the environment, rational use of resources and the recycling of waste from production and consumption. Green marketing addresses these challenges. The article further developed the definition of environmental marketing, which, unlike existing ones, emphasizes the importance of environmental marketing to social and ethical marketing and the harmonization of the economic and environmental interests of the consumer, producer and society by creating and satisfying the demand for environmental (eco-friendly, non-hazardous for environment) products. The difference between green marketing and traditional one is substantiated. The main difference in green marketing is focusing on its long-term effects; it gives priority focus on environmental issues; marketing support of the entire value chain of goods from extraction of raw materials to consumption and utilization; the use of a proactive waste management strategy. The main advantages and problems of using green marketing in the enterprise are discussed. The concept of a "green" marketing mix is expanded by adding two more elements: "People" and "Processes". Green marketing encourages customer training to improve their environmental awareness and enable them to participate in environmental activities, and helps to rationalize using of scarce resources. Green marketing contributes to the production and distribution of environmentally friendly goods and services that maximally meet the needs and desires of people in the most beneficial and environmentally friendly way. This contributes to reducing the depletion and exploitation of natural resources.
Highlights
Today there is a tendency to change the practice of marketing taking into account the environment protection
The methodological basis of the work consists of the works of domestic and foreign scientists who studied green marketing and its influence on the strategy of the enterprise; spesifics of the green marketing mix; behavior of environmentally conscious consumers
Since traditional marketing exclusively focuses on customers’ needs and does not consider social welfare and environmental issues, the environmental challenges of the last few decades have affected all dimensions of corporations, impacted marketing and have led to the development of the concept of green marketing
Summary
Today there is a tendency to change the practice of marketing taking into account the environment protection. This tendency is mainly due to the peculiar pressure of active ecologicaly conscious consumers (especially in countries with a developed civil society). Marketers consider consumer choice as a process in which customers make purchasing decisions based on functional and emotional criteria. Today's customers have new perceptions, fears and doubts that will inevitably affect consumer choice. As society becomes more concerned with the different environmental issues, businesses have begun to modify their behavior in an attempt to address society's "new" concerns. Business has to accept and implement concepts like
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