GREEN MARKETING AND ITS IMPACTS ON CONSUMERS' GREEN PURCHASING BEHAVIOUR

A socially responsible company is not only oriented to maximize its profit, but an integral part of its philosophy is a social and environmental orientation and itself social and environmental interests of the society. Consumers' satisfaction and over-all educational process in these areas nowadays are seen as the important step to company success. Based on this, following paper deals with fundamentals of the conception of green marketing, which represents environmentally-oriented approach (eco-approach) and responsible management process. It points out the fact, that the market of "green consumers" has been growing in size as well in its importance, emphasizes factors that affect consumers' purchasing behavior, and defines green marketing mix and environmental labeling (seen as the main tool of green marketing). The term green marketing itself, has been popular since early 1990s (nowadays as the conception of corporate thinking is getting more and more popular and important), but environmental aspects of activities of enterprises was firstly discussed much earlier within so-called ecological marketing or environmental marketing. These terms are full substitutes of currently preferred green marketing.