Green Marketing – challenges and opportunities

Abstract

The article offers an overview on Green Marketing influence on the behavior of consumers in buying and choosing eco-products and efforts of businesses in designing and distributing products that will not harm the environment. Therefore, the main objective of ecomarketing is to promote its benefits and conveniences for the future generations and to improve awareness about green products and their effectiveness. Also, the following research reveals some issues and problems regarding the concept of environmental marketing in the view of the society and in terms of available resources.