Green marketing in the Romanian retail

Abstract

Before the idea of green marketing, companies had to be concerned with what happens to a product during and after its useful life. Companies can manifest this concern by experimenting with ways to re-evaluate and redesign the life stage of the product. Life cycle reassessment focuses on environmental considerations in product development and design, including energy and material inputs and achievements in production, consumption, and disposal of waste products (1994 corporate environmental practices). The implementation of the principles of ecological marketing has been achieved since the 70's of the last century once the concepts of social and societal marketing have been delimited. The challenges that globalization and excessive environmental pollution have caused to contemporary organizations have required the implementation of new business models and rethinking the strategic approach to their work. They have generated the rational and sustainable use of resources, the reduction of waste resulting from production processes, educating consumers towards the development of a mentality in favor of responsible consumption, protection and respect for the environment and the adoption of measures by all stakeholders in value chains. designed to help protect nature. Good practices in implementing green marketing strategies provide a set of principles, guidelines for action that are useful to any organization that wants to meet the challenges of the present century. In this sense, it is imperative to develop a marketing mix adapted to the requirements of the bioeconomy. In this context, this paper aims to present trends and good practices in the field of bioeconomy in the context of the large volumes of data that organizations have to manage more and more often. DOI: https://doi.org/10.53486/9789975155618.07; CZU: 339.37:[339.138:504.06]; JEL: I21, Q01, Q56