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1. Changes in the environment and society, technology and economic development directly affect both
business changes and changes in consumer needs and desires. Ecological changes and consumer awareness of
the impacts that may have on pollution or environmental conservation have created a segment of
environmentally responsible consumers. Customers tailored their marketing to marketing and creating new
activities called green marketing. Green marketing is a form of social marketing where products, services and
all marketing activities are designed and implemented taking into account the impact and impact that they can
have on the environment and society as a whole. Green marketing involves co-operation with suppliers and
marketers, partners, and even competitors in order to achieve environmentally sustainable development
across the entire value chain while simultaneously requiring a collaboration of all business functions to find
the best solutions that have two main goals - profit and contribution to the environment. The market segment
of green consumers provides new opportunities for economic entities for development and advancement, with
simultaneous positive effects and impact on the environment and society alone. The successful application of
green marketing requires the existence of certain economic, political and legislative prerequisites and a
comprehensive and dynamic knowledge base on the behavior of Croatian green consumers. The survey, online
survey, aims to establish information about the younger population, mostly students, about green marketing
and green products, and their willingness to buy and spend green products. Most of the respondents, 77%, are
well informed and aware of green marketing and green/ecological products, but only 6% regularly buy such
products, others occasionally or rarely. There are several reasons for such a situation, but the greatest impact
on lower demand is the price that is higher than the price of conventional products. Whether we understand
marketing as a science, philosophy or activity, marketing always follows changes in society and economic
development. The response to the strengthening of the environmental movement and the growing ecological
awareness of individuals, called "green", has resulted in the emergence of new marketing activities, or the
emergence of green marketing. Green marketing appears in the seventies of the last century and, according to
its concept, it belongs to socially responsible marketing and socially responsible business. In the literature are
used different terms that are synonymous with the term green marketing such as "ecological marketing" or
abbreviation "eco-marketing", "sustainable marketing", "environmentally responsible marketing", "marketing
driven by the concept of sustainable development", "marketing friendly environmentally oriented ". In order for
green marketing to be successfully applied by economic operators, non-economic subjects and states, it is
necessary to provide certain preconditions. These are, above all, economic, political and legislative
preconditions. It is equally important to keep track of the changes that occur in individuals, and come to the
fore when the green consumer segment is emerging. Creating a database and tracking green consumer
behavior is the basis for further and faster development of green marketing strategies at all levels of society.
The territory of the Republic of Croatia, with its natural resources and unpolluted landscape, is the ideal basis
for the development of green, ecological and ecological agriculture. The Republic of Croatia has the necessary
resources to achieve a significant competitive advantage on the world market and develop a global green
brand. Corporate Social Responsibility is a concept of business in which economic operators integrate care for
society and the environment into their business. To be socially responsible means that while fulfilling legal
PHD THESIS ON
GREEN MARKETING
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2. obligations, it is necessary to invest in human capital, environment and shareholder relationships. Good
business results, i.e. realized a profit, cease to be the only benchmark for performance evaluation. The concept
of socially responsible business is a successful economic entity that takes into account equally its economic,
social and environmental impact. Investing in environmentally friendly technologies (water, land, air), investing
in employee education, better working conditions (health and safety) and building good relationships with
employees will certainly contribute to achieving competitive advantage and higher productivity. In addition to
this, the internal dimension, socially responsible business has its own external dimension, that is, a positive
influence on the local community and other stakeholders (suppliers, business partners, financiers,
shareholders, consumers, public administration, associations). Within this concept of business, conventional
marketing has been transformed and adapted to new values. At the same time, meeting new needs and wishes
of consumers and achieving a positive financial result, long-term care is taken of the environment and general
needs of the community. As we have already pointed out, the first theoretical discussions on organic, green
marketing appeared in the 1970s at the time of strengthening global competition, the rise in educational,
cultural and IT levels of customers, while reducing the pollution of the environment, sought to achieve a certain
competitive advantage. Green marketing is a form of social marketing in which products, services and all
marketing activities are planned and implemented taking into account the impact and impact that can have on
the environment and the society as a whole. The first definition of green marketing comes in 1975 by The
American Marketing Association (AMA), according to which green marketing studies positive and negative
aspects of marketing activities for pollution, energy depletion and exhaustion of non-energy resources. The
same authors point out the definition of green marketing by Stanton and Futrell from 1987, which green
marketing is defined as a set of activities designed to create and facilitate any exchange intended to meet
human needs or desires in such a way that satisfying those needs and desires causes a minimal negative impact
on the natural environment.
From these definitions it can be concluded that green marketing is complex and serves two purposes:
- Develop products that balance consumers' needs for quality, convenience, performance and affordable
price, with environmental acceptability in terms of minimal environmental impact;
- Create a high quality image, including a colossal attention to both the properties of the product and the
manufacturer and its achievements in the field of environmental protection.
Green marketing mix instruments are: green products/services - production; environmentally - friendly
products/services (e.g. McDonald's first started using napkins, boxes, bags and bags of biodegradable and
recyclable material); green packaging - recycled, reverse, minimal; green price - although customers are
sometimes willing to pay more for an environmentally friendly product, the environmental features of the
product must not be the basis for determining the price of products at a higher level; green communication -
consumers are not permitted in terms of propaganda nonexistent "green" features. Recognizable and protected
ecological labels products must be a guarantee of quality and the way of production of the product. Green
marketing is based on the accepted 3R formula (reduce - reuse - recycle), thus significantly contributing to
environmental conservation through three steps: reduce - reduce the utilization of natural resources
(replacement natural resources of artificially produced and/or nonrenewable/renewable sources) and
reduction of energy consumption in the process of production and other business processes; reuse - reuse of
packaging or its parts (instead of wooden pallets for transport, plastic pallets used for a longer period re-filling
the color cartridge for photocopiers etc.); recycle - manufacturers collectively collect used products and/or
their packaging for the recycling process; recycling of waste that occurs in the production process.
One of the hallmarks of green marketing related to distribution channels is a permanent reversible
distribution that relates to the continuous return of packaging or products. The products move from the
customer to the manufacturer through a reversible channel. Such reversible distribution channels have their
advantages and disadvantages. Benefits are achieved through better control of the distribution function,
reducing packaging costs and improving the image of an economic entity, and the disadvantages are higher
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PHD THESIS ON GREEN MARKETING

3. production costs, recycling costs and distribution costs. In addition to such costs, the way of operation and the
necessary technology, the smaller the yields in the production of organic agricultural products, and other
specificities, green products often have a much higher price than conventional and conventional agriculture
products. A green consumer can be identified as a consumer who, in meeting his own needs and desires, seeks a
product that has a minimal negative impact on the environment. These are educated consumers, and as a target
market, they are very interesting, although the much larger market is made up of other consumers who are
passive towards the preservation of the human environment. When purchasing and using products, such
consumers are intensively thinking about environmental issues. They are often very active in their environment,
accept and support ecological actions and goals, and are prepared to allocate more funds for organic products.
Because of this, they expect full information about the product or packaging in which the product is located, as
they are motivated by the desire to protect themselves, members of their family and neighbors and provide
them with the future. Green consumer surveys have resulted in the grouping, or creating groups of green and
other consumers according to their environmental interests and the activities undertaken.
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PHD THESIS ON GREEN MARKETING
REFERENCES
Wu, H. & Dunn, C. S. (1995). Environmentally Responsible Logistics Systems, International
Journal of Physical Distribution & Logistics Management, 25, (2), 20 – 38.
Waters, D. (2003). Logistics: An Introduction to Supply Chain Management, Hampshire and New
York: Palgrave Macmillan.
Polonsky, M. J. & Rosenberger P. J. (2000). Reevaluating Green Marketing: A Strategic Approach,
Business Horizons, September/ October, 20 – 30.
Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing
strategy, Journal of Business & industrial marketing, 20 (3), 29 - 46.