DBPapers

ECOLOGICAL FOOD PRODUCTS - GENERAL CONSIDERATIONS ON GREEN MARKETING

AUTHOR/S: C. E. TUREAC, A. G. TURTUREANU, I. BORDEAN, A. GRIGORE, G. MODIGA, R. PRIPOIE
Sunday 1 August 2010 by Libadmin2010

10th International Multidisciplinary Scientific GeoConference - SGEM2010, www.sgem.org, SGEM2010 Conference Proceedings/ ISBN 10: 954-91818-1-2, June 20-26, 2010, Vol. 2, 529-537 pp

ABSTRACT

The objective of this paper is to examine the foundations of green marketing in the
existence of a market for organic products. We examined the environmentalist
consumption behavior because without consumers interested in organic goods we can
not talk about environmental marketing. Because of public awareness regarding the
environment, companies have adapted, introducing in their vocabulary terms like "green
markets", "green consumers", "green products" and practicing green marketing and
environmental marketing. This article aims to investigate the case of marketing and
branding techniques that could help determine green brands and introduce
environmentally friendly consumption patterns in a contemporary lifestyle in the current
context in which organic products are increasingly available.The working methods
identify how consumers are persuaded to choose for organic food products. The results
show a correlation between consumer confidence in organic products and their proenvironmental
beliefs in general. Findings suggest that most consumers can not easily
identify greener products (other than cleaning products), although they would be in
favor of greener products manufactured by companies, and marketing are not being
produced particularly relevant or engaging.

Keywords: green marketing, organic food, consumers, green consumerism