Κατεύθυνση Στρατηγικές Αειφόρου Ανάπτυξης στην Αυτοδιοίκηση
Library of the School of Science

2021-10-18

2021

Liakos Ioannis

Δρ. «Λέκκας Ευθύμιος»,
«Καθηγητής ΕΚΠΑ»

Δρ. «Λόζιος Στυλιανός»,
«Επίκουρος Καθηγητής ΕΚΠΑ»

Δρ. «Σούκης Κωνσταντίνος»,
«Εργαστηριακό Διδακτικό Προσωπικό ΕΚΠΑ»

Πράσινο Μάρκετινγκ και αειοφόρος ανάπτυξη

Greek

GREEN MARKETING AND SUSTAINABLE DEVELOPMENT

In the modern age of globalization, it has become a challenge to keep customers as well as consumers in shape and even to keep our natural environment safe and this is the greatest need of the age.
Consumers are also aware of environmental issues, such as global warming and the effects of environmental pollution. Green marketing is a phenomenon that has grown significantly in the modern market and has emerged as an important concept in India, as in other parts of the developing and developed world, and is considered an important strategy to facilitate sustainable development.
According to the American Marketing Association, green marketing is the marketing of products that are considered to be environmentally safe. Thus, green marketing incorporates a wide range of activities, such as product modification, production process changes, packaging changes, and advertising modification.
However, the definition of green marketing is not a simple task where many concepts intersect and contradict each other. An example of this would be the existence of various social, environmental and retail definitions attached to this term. Other similar terms used are Environmental Marketing and Eco Marketing.
Thus, "Green Marketing" refers to the holistic concept of marketing where the production, consumption of marketing and distribution of products and services become less environmentally friendly with increasing awareness of the effects of global warming, non-biodegradable solid waste, harmful. effects of pollutants, etc., both traders and consumers are becoming increasingly sensitive to the need to switch to green products and services. While turning to "green" may seem costly in the short term, it will certainly prove necessary and profitable, economically and in the long run.

Science

green marketing, sustainable development

No

0

Yes

97

79

File access is restricted until 2025-03-15.

https://pergamos.lib.uoa.gr/uoa/dl/object/2962887