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The Concept of “Green Marketing”: Opportunities and Challenges


  • TANASE, George Cosmin


Green marketing is a phenomenon which has developed particularly important in the modern markets. Whether we refer to the developed or the emerging markets, the concept of pollution free activity is given more and more importance in all the sectors and in all stages. The environmentalists are targeting the industrial sectors as the major contributors for depleting natural resources and environmental destruction. Hence, both production and marketing divisions of industries are stressed more to take utmost care in these areas along with fulfilling the market demands. To overcome these difficulties a new concept has born in the present globalized world where production, consumption and also marketing of the products can be carried effectively ensuring environmental safety. This concept is named ‘Green Marketing’.

Suggested Citation

  • TANASE, George Cosmin, 2019. "The Concept of “Green Marketing”: Opportunities and Challenges," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 10(1), pages 32-37, March.
  • Handle: RePEc:rdc:journl:v:10:y:2019:i:1:p:32-37

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    References listed on IDEAS

    1. Mathur, Lynette Knowles & Mathur, Ike, 2000. "An Analysis of the Wealth Effects of Green Marketing Strategies," Journal of Business Research, Elsevier, vol. 50(2), pages 193-200, November.
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    More about this item


    Environmental Marketing; Green Products; Future Generation; Sustainability;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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