c عنوان انگلیسی مقاله:

Analysis of Slovak Consumer’s Perception of the Green Marketing Activities

ترجمه عنوان مقاله: فعالیت های بازاریابی سبز تجزیه و تحلیل ادراک مصرف کننده اسلواکی

رشته: مدیریت بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Standard strategic goals of a company are related to the achievement of predefined values in the area of sales or a market share. Their achievement is conditional upon obtaining a stable consumer preferences and some competitive advantage. Applying traditional marketing activities does not have a desired effect, companies have been forced to search new ways to achieve their goals. One of these ways is to implement the concept of socially responsible behaviour with an emphasis on the application of green marketing. At the present green marketing does not represent only one of the tools of company’s image building. In fact, its implementation is primarily public commitment of company’s management to carry business in the way which ensures economic development and at the same time it is realizing of the responsibility for increasing of environmental and social performance. The contribution papers are focused on the efficiency of the green marketing as a tool of competitive advantage in the context of Slovak consumer’s perception. The goal of the survey, whose outputs are partially presented in the article, was to identify the relationship of Slovak consumers to green marketing activities and perception of this concept in relation to its impact on the buying decision. Following achieving information there are formulated recommendations for application of green marketing as a tool of competitive advantage in the conclusion.

Keywords: consumer, consumer’s perception, green marketing, competitive advantage

مقدمه مقاله

The Slovak professional literature has given insufficient attention to the issue of green marketing. Its processing doesn’t  have,  in  our  opinion,  a  more  complex  character  and  predominantly  consists  of  knowledge  summarization  contained  in  the  foreign  literature  without  taking  into account  the  specification  of  the  Slovak  market.  Neither  the  current  situation  of  the  usage  of  green  marketing  in  Slovakia  is  not  on  a  satisfactory  level.  In  particular,  large companies pay attention to green marketing, which are mainly linked with foreign countries from the point of capital and  management.  Domestic  small  and  mediumsized  companies  green  marketing,  green  marketing  as  a  potential  source of competitive advantage, barely has been using it.