GREEN MARKETING COMMUNICATIONS IN THE FUNCTION OF SUSTAINABLE DEVELOPMENT

Modern marketing is oriented on a sustainable development, which is a framework for designing policies and strategies for continued economic and social progress, without harming the environment and natural resources essential to human activities in the future. The green consumer is the focus of all marketing activities that are also shaped to support the overall green business. But the emphasis is on green communication through the sales packaging of products. Green communication is best achieved through ecological symbols on packaging. This paper is part of a systematic research of consumer relationships towards ecological packaging, ecological symbols and recycling routines. The obtained results point to positive ecological attitudes and actions that contribute to the sustainable development.