Green Marketing Strategies and Market Barriers to Sustainability Products Design
Abstract— In the current environment it is increasingly emphasizing the need for involvement in sustainable development. This is a nationally, but also internationally requirement. To succeed in business, the company needs to acquire a commitment to sustainability and to include it in the company's vision. This commitment is an integral part of the company's values and leads to goals attainment. A strong sustainability strategy includes understanding how society, technology and environment influence company processes and conscious modalities to implement sustainable practices throughout every aspect of its business. The paper presents the strategies used for four P's of Marketing and presents the sustainability’s barriers encountered in the production of sustainable articles / items. The research is based on public information and observation visits conducted in various companies. In the end the paper, the results, limitations and future research directions are presented.
Index Terms— Green marketing; sustainability; strategy; sustainable product; sustainable branding.
Politehnica University of Timisoara, Faculty of Management in Production and Transportation, Department of Management, ROMANIA
Cite: Larisa Ivascu, "Green Marketing Strategies and Market Barriers to Sustainability Products Design," Proceedings of 2018 the 8th International Workshop on Computer Science and Engineering, pp. 834-838, Bangkok, 28-30 June, 2018.