Sustainable Development Challenges and the Position of Romanian Enterprises Towards Green Marketing

XVth International Conference of PGV (published in French), Proceedings Volume, Bratislava, September 2009

10 Pages Posted: 27 Nov 2009

See all articles by Adriana Zait

Adriana Zait

University Alexandru Ioan Cuza Iasi

Claudia Iuliana Bobalca

Alexandru Ioan Cuza University - Faculty of Economics and Business Administration

Oana Anton

affiliation not provided to SSRN

Adrian Monoranu

affiliation not provided to SSRN

Date Written: November 24, 2009

Abstract

The trend of marketing strategies indicates that practitioners make great efforts in order to consider the challenges of sustainable development. Besides the green marketing and sustainable consumption areas we can already talk about a sustainable marketing mix for companies. The efforts are huge especially for the SME, mainly for marketing communication policies. Even new marketing measures have been developed, such as “consumer’s affinity”, strongly connected with the sustainable development concept (it measures consumers’ long term loyalty). New steps in marketing communication have been made: green communication policies (virtual), social responsibility campaigns, the division between material consumption and perceived value, brand contribution to the sustainable development.

We wanted to investigate the situation of these trends for Romanian companies – both large and SME – from the NE region. We made an attempt to analyze the perceptions of the companies towards three types of marketing: green marketing (sustainable products), social marketing (education for a sustainable behavior) and responsible marketing (regulations for avoiding marketing activities’ negative collateral effects). The study is based on a survey of 108 managers from companies situated in the NE region of Romania and partial descriptive results of their perceptions are presented in this paper.

Keywords: sustainable development, green marketing, perceptions of NE Romanian companies

JEL Classification: M3, Q5

Suggested Citation

Zait, Adriana and Bobalca, Claudia Iuliana and Anton, Oana and Monoranu, Adrian, Sustainable Development Challenges and the Position of Romanian Enterprises Towards Green Marketing (November 24, 2009). XVth International Conference of PGV (published in French), Proceedings Volume, Bratislava, September 2009, Available at SSRN: https://ssrn.com/abstract=1512622 or http://dx.doi.org/10.2139/ssrn.1512622

Adriana Zait (Contact Author)

University Alexandru Ioan Cuza Iasi ( email )

Carol I Blvd, Nr.11
Lasi, 700505

Claudia Iuliana Bobalca

Alexandru Ioan Cuza University - Faculty of Economics and Business Administration ( email )

Bd. Carol I no.22
Iasi, RO-700505
Romania

Oana Anton

affiliation not provided to SSRN ( email )

Adrian Monoranu

affiliation not provided to SSRN ( email )

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
372
Abstract Views
2,746
Rank
146,710
PlumX Metrics