ECOLOGICAL MARKETING -STRATEGIC OPTION FOR BUSINESS DEVELOPMENT IN BUCHAREST

Development in fields regarding economics, society and technology came along with some issues. One of the most important is the environmental pollution, which facilitated the birth of many concepts, like ecological marketing. Ecological marketing brings together a wide range of activities including modifying products, changes in production processes, changes in terms of packaging and advertising. The present paper approaches ecologic marketing in Bucharest, because the business sector needs to implement this concept, due to its continuous development and negative impact of it over the environment and over consumer's lives. The main objective of this paper is to identify the perception of Bucharest's inhabitants concerning environmental degradation and to identify the existence of ecological behavior of the citizens, seen as consumers. By identifying consumer's perception this study reveals the opportunity for businesses in Bucharest to use concepts from eco-marketing because the consumer's needs are oriented in such way. This paper is based on a survey amongst Bucharest's citizens and offers an overview on their ecologic behavior and their perception on the environment revealing important aspects for businesses to take advantage of in order to develop the business towards satisfying consumers ecological needs and gain a new source of differentiation.