The concept of green marketing is large, covering different aspects of business strategy and policy making. Green marketing puts together issues of sustainable development, such as recycling concerns, material re-use or eco-efficiency with the promotion of products by the conventional marketing policy. The purpose of this paper is to establish how the adoption of green marketing could be effective tool for improving the market share in Bulgaria following the example of the Italian case. The adoption of eco-label brand or the fulfilling of other environmental certification could enable the small and medium enterprises (SMEs) to become more competitive in the EU market. We try to explain how a changing view about the environmental aspect could represent an opportunity to snap it up in shorter medium-time.
Green Marketing Willingness of Bulgarian Market: Comparative Study with Italy
GALLUCCI, TEODORO;LAGIOIA, Giovanni;
2007-01-01
Abstract
The concept of green marketing is large, covering different aspects of business strategy and policy making. Green marketing puts together issues of sustainable development, such as recycling concerns, material re-use or eco-efficiency with the promotion of products by the conventional marketing policy. The purpose of this paper is to establish how the adoption of green marketing could be effective tool for improving the market share in Bulgaria following the example of the Italian case. The adoption of eco-label brand or the fulfilling of other environmental certification could enable the small and medium enterprises (SMEs) to become more competitive in the EU market. We try to explain how a changing view about the environmental aspect could represent an opportunity to snap it up in shorter medium-time.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
