In the developed world, the modern buyer is very aware of the backlog of
environmental problems and all the consequences for the health and quality of life
in general. Therefore, their responsibility, to be sure of eliminating all those who
behave environmentally irresponsible. Eco-marketing, as well as conventional
marketing, are elements of marketing mix, but extended and adapted to modern
conditions. As a logical consequence there is distinct increase in demand for
ecological food products (products and services) and support to companies whose
activities fit the demands of citizens and legislators, when it comes to ecology.
Eco-marketing is slowly cease to be desire, but becomes a need for products that
their products are placed on discerning market. Thus, with the standard information
on the composition and quality of product, and instructions for use and terms of
use, the information appearing on the eligibility of certain eco products. Showing
the importance of marketing and Serbian able to place eco products on the market
of Europe is the essence of this paper
