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ECOLOGICAL FOOD PRODUCTS - GENERAL CONSIDERATIONS ON GREEN MARKETING

C. E. Tureac, A. G. Turtureanu, I. Bordean, A. Grigore, G. Modiga, R. Pripoie

First published: 2010DOI pendingView metrics

Abstract

The objective of this paper is to examine the foundations of green marketing in the existence of a market for organic products. We examined the environmentalist consumption behavior because without consumers interested in organic goods we can not talk about environmental marketing. Because of public awareness regarding the environment, companies have adapted, introducing in their vocabulary terms like "green markets", "green consumers", "green products" and practicing green marketing and environmental marketing. This article aims to investigate the case of marketing and branding techniques that could help determine green brands and introduce environmentally friendly consumption patterns in a contemporary lifestyle in the current context in which organic products are increasingly available.The working methods identify how consumers are persuaded to choose for organic food products. The results show a correlation between consumer confidence in organic products and their proenvironmental beliefs in general. Findings suggest that most consumers can not easily identify greener products (other than cleaning products), although they would be in favor of greener products manufactured by companies, and marketing are not being produced particularly relevant or engaging.

Publication details

Title
ECOLOGICAL FOOD PRODUCTS - GENERAL CONSIDERATIONS ON GREEN MARKETING
Authors
C. E. Tureac, A. G. Turtureanu, I. Bordean, A. Grigore, G. Modiga, R. Pripoie
Proceedings
10th International Multidisciplinary Scientific GeoConference SGEM2010
Publisher
SGEM Scientific GeoConference
Year
2010
Pages
529-537
SWS Citekey
Tureac2010102
ISSN
Not available yet
ISBN
954-91818-1-2
Language
en
Publication type
Conference Paper
Keywords
consumersgreen consumerismgreen marketingorganic food
References9

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  5. Danciu V., Green Marketing. Green ethics of production and consumption, Economic Publishing House, Bucharest, 2006

  6. Esty D., Winston A., Green to Hold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage, Yale University Press, oct., 2006

  7. MalhotraN., Marketing Research - An applied Orientation, Fourth Edition, Pearson Education, Inc., Upper Saddle River, New Jersey, 2004

  8. PeattieK., Green Marketing, Longman Group UK Ltd., 1992

  9. PeattieK., Environmental Marketing Management, Pitman, London, 1995

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