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Actual Questions of Green Marketing

Author

Listed:
  • Melinda Majláth PhD

    () (Óbuda University)

Abstract

Fortunately nowadays green topics are in the focus of interest in all areas of life. Companies have also recognized profitable opportunities in serving green customers’ needs. But doing the right thing is not so easy, because there are lots of different challenges in performing green marketing. In this article four problems have been mentioned: we need to identify green customers, but social desirability biases may mislead us; being green is a fashion – is this possible?;can getting certification can help us to gain more customers? and finally, how should green communication look like?

Suggested Citation

  • Melinda Majláth PhD, 2012. "Actual Questions of Green Marketing," Proceedings- 10th International Conference on Mangement, Enterprise and Benchmarking (MEB 2012), Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:meb012:255-262
    as

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    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/19_Melinda%20Majlath.pdf
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    References listed on IDEAS

    as
    1. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
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