GREEN MARKETING - FACTS AND MYTHS

Abstract

The concept of marketing originated in the early 20th century and is constantly changing. It evolves and takes on new forms and new content, depending on current economic, political, and social life. Thus, it has changed from service marketing, to international marketing, relationship marketing, one-on-one marketing, experiential marketing, neuromarketing, and up to today's concept of green marketing. Everyone (people, governments, organizations, institutions) is showing interest in green marketing. Everyone wants to reduce their negative impact on the environment and live and work in a clean and healthy environment. Companies are changing the motto "to produce, promote, and sell products to consumers in a profitable way" to "to produce, promote, and sell products in an ecological way!" Consumers, on the other hand, want to become "green", but the true "green" concept is not clear to them. The shocking fact is that 90% of the population worldwide does not care about planet Earth. This paper attempts to give a realistic picture of what are the facts and what are the misconceptions regarding green marketing.