GREEN RETAIL SALE AS A FACTOR OF BUSINESS SUCCESS

The analysis of development and application of the effects of green practices is in the center of both theorethical and practical interest of modern retail. In light of this, the effects of "green strategy" are being researched throughout the value chain in order to improve business performance in retail. Concidering it, this paper analyses characteristics and the effects of green practices on the performance in retail. Global retailers are increasingly struggling with high costs, especially energy costs. The development and implementation of green practices contributes to significantly discounted "surplus" of retail costs. This is particularly proven by numerous empirical results of research, primarily based on analysis of annual reports of global retailers, which are leaders in implementing green strategies in their business. As a result, the green practice is, together with other modern concepts, treated as very effective tool of cost management in retail. With effective application it significantly contributes to improving overall performance in retail.