Challenges in Marketing: Reasons for the Existence of Green Marketing

Abstract

State of the environment and the antropomorph origin of environmental problems poses the question whether the recent economic system and as a part of it, marketing are able to contribute to environmental protection – not only for economic interest but as a moral obligation. The high interdependency of production and consumption with nature needs paradigm shift in the long run, however there are tools in the hands of managers in short run, too. Green marketing is one of them, which tries to harmonize environmental and individual interests. Those who want to keep up with development and with social expectations, too need to get to know green marketing and its opportunities in the 21st century deeper.