Žaliasis marketingas Lietuvoje: kritinis vertinimas ir plėtros galimybės

Abstract

The multiplication of the global population increases the demand for goods and services. In such a context, society is at risk of causing damage to ecosystems. The damage involves the destruction of the ozone layer, climate change, increased pollution, and other negative effects that have either direct or indirect impacts upon population, business, and governmental institutions. These organizations fall into an ambiguous situation: they not only experience the impact, but also determine the damage as every citizen, business entity, or public institution has an impact upon the environment, i. e. they produce a carbon footprint. Although carbon dioxide emissions are not decreasing, organizations are expected to adopt strategies that not only address the needs of shareholders, managers, and employees but also safeguard the longterm interests of society. Therefore, private and public organizations face the demand to adopt cleaner or ‚green‘ practices. Customers are anxious about the prospect of environmental changes. As a result, an increasing number of customers prefer environmentally friendly products. Consequently, business organizations around the world have begun to realize changes in customer preferences and seek environmentally friendly marketing practices. One of the environmentally friendly concepts is green marketing, which when applied in integrity with other environmental initiatives has a positive synergetic impact on environmental protection.