Skip to main content
Article thumbnail
Location of Repository

Challenges in Marketing: Reasons for the Existence of Green Marketing

By Melinda Majláth and László Áron Kóczy


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.

OAI identifier:

Suggested articles


  1. (2003). A vállalatok környezeti érdemrendje – A vállalati fenntarthatóság minısítésérıl és ennek nehézségeirıl, Kovász,
  2. (2001). Ágnes, Somogyi Ferenc (2001): Az ember és környezetbarát termékek piacra lépésének lehetıségérıl, Marketing Menedzsment,
  3. (1992). András, Berács József
  4. (1993). Beyond the Year 2000. The Transition to Sustainable Consumption,
  5. Erzsébet: Környezetvédelem és társadalom (Environment and Society) , Új pedagógiai szemle 03.10.2005.
  6. (1976). Marketing Management: Analysis, Planning and Control, 3rd edition,
  7. (2002). Ökológia, gazdaság, etika (Ecology, economy, ethics); Helikon Kiadó,
  8. (1990). Organization
  9. (1998). Review and critical assessment of research on marketing and the environment,
  10. (2002). Societal Marketing and Morality",
  11. (1996). To Have or to Be,
  12. Towards Sustainability (2001): The Third Age of
  13. (1997). Új termékek fejlesztése az ökológiai marketingben (Development of new products
  14. (1995). Using strategic alliances to develop credible green marketing,
  15. (1995). Values, beliefs and pro environmental action: attitude formation toward emergent attitude objects”

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.