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1 Polish Journal of Environmental Studies

1 2015

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The ascending trend of environmental marketing in the current austerity/crisis period

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Budica I. , Dumitru-Traistaru A.

nr 5

This study concerns the distinctive specialty of environmental marketing. The starting point for our research is a consideration of the effects of crisis on environmental marketing activities. Using observation, direct analysis, and meta-analysis as methods, this study attempts to clarify behavior modifications in the current period of austerity. Specifically, the study examines the impact of the financial crisis on environmental marketing. A primary assertion is that the environmental/green concept has become a moral value and an actual mode of social behavior. People (suppliers, buyers, customers, and stakeholders) have an affinity for the “environmental-green” (as above) concept. These people exhibit a favorable attitude toward green issues; they progress from sensitivity through to awareness and responsibility. The second assertion is that costs exist in relation to the “environmental-green” concept; however, from the start of the global financial crisis, despite falling living standards, people did not suppress their “environmental-green” behavior. In addition to the “environmental-green” concept, the principal tool of consent conservation was created by green marketing management. The conclusion is that, in an actual period of austerity, environmental marketing maintained the growing trend attached to the “environmental-green” concept.