engleski

Environmentally oriented marketing communications as part of green marketing strategy

Achieving sustainable development which is undeniably the goal of every society and every community is unthinkable without significant changes in behavior and consumption patterns of individual consumers. The role of marketing in achieving sustainable development, therefore, arises from the fact that precisely marketing has the most extensive theoretical and practical knowledge related to the behavior of consumers and promoting new ideas. Carefully designed and credible environmentally oriented marketing communication has the key role therein. Marketing communications as part of green marketing strategy is faced with numerous challenges. Its first task is to educate a consumer about the environmental problems which the product contributes solving and also to empower him with a solution or idea how can he, as an individual, contribute to environmental conservation. At the same time it has to take into account his personal interests, such as saving time and money, fitting into a particular social group and building the reputation and image within it. Promotion is definitely one of the most controversial areas of green marketing which is often criticized primarily because of its role in the promotion of unnecessary consumption but also because of the resources spent to convey messages to consumers and the presentation of green products as over-simplified solutions to complex environmental problems. Trust and credibility are of utmost importance in environmentally oriented marketing communications. Also one of the great challenges for the marketer in green marketing is to find a suitable promotional mix that will make the desired message reach the targeted consumers and induce the desired reaction. In this sense, it is necessary to apply the integrated marketing communications concept. Besides the standard promotional elements in green marketing there are also some specific forms of promotional activities such as cause related marketing and standardized eco labels as a special way of communicating with consumers which significantly contributes to the mentioned credibility of environmentally oriented messages.

Green marketing; marketing communications; sustainable development; cause related marketing; environmental labels

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