Το πράσινο marketing
Green marketing
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Keywords
Marketing ; Green marketing ; Πράσινο marketingAbstract
Green marketing, also known as eco-marketing, is a significant field that examines the promotion of products and services in an environmentally friendly manner. This paper focuses on the importance, strategies, and challenges of green marketing, as well as its impact on businesses and consumers. Firstly, the definition of green marketing and its fundamental principles, such as reducing the environmental footprint and promoting sustainable practices, are analyzed. Next, the strategies that businesses can follow to integrate green marketing into their operations are presented, including green products, eco-friendly packaging, and responsible communication with consumers. Furthermore, the paper examines the challenges businesses face when implementing green marketing, such as high production costs and the need for consumer education and awareness. The benefits of adopting green practices are also highlighted, including improved corporate image, increased customer loyalty, and contribution to sustainable development. Additionally, the role of consumers and the growing trend towards responsible purchasing are analyzed, as well as the ways in which businesses can respond to their needs and expectations. The paper concludes that green marketing is not only an ethical obligation but also a strategy that can provide a competitive advantage and lead to long-term success. With this comprehensive approach, the paper contributes to the understanding of the importance of green marketing and suggests practical ways to implement it, offering valuable insights for both academics and professionals in the field.
Postgraduate Studies Programme
Οικονομική και Επιχειρησιακή ΣτρατηγικήDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
117Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα