GREEN MARKETING - FACTS AND MYTHS
Keywords:
green marketing, green consumer, myths, ecology, facts.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.
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