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Ecological Marketing –Strategic Option for Business Development in Bucharest

Author

Listed:
  • Ruxandra-Irina POPESCU

    (The Bucharest University of Economic Studies)

  • Răzvan-Andrei CORBOS

    (The Bucharest University of Economic Studies)

  • Mihaela COMĂNESCU

    (The Bucharest University of Economic Studies)

  • Ovidiu-Iulian BUNEA

    (The Bucharest University of Economic Studies)

Abstract

Development in fields regarding economics, society and technology came along with some issues. One of the most important is the environmental pollution, which facilitated the birth of many concepts, like ecological marketing. Ecological marketing brings together a wide range of activities including modifying products, changes in production processes, changes in terms of packaging and advertising. The present paper approaches ecologic marketing in Bucharest, because the business sector needs to implement this concept, due to its continuous development and negative impact of it over the environment and over consumer’s lives. The main objective of this paper is to identify the perception of Bucharest’s inhabitants concerning environmental degradation and to identify the existence of ecological behavior of the citizens, seen as consumers. By identifying consumer’s perception this study reveals the opportunity for businesses in Bucharest to use concepts from eco-marketing because the consumer`s needs are oriented in such way. This paper is based on a survey amongst Bucharest`s citizens and offers an overview on their ecologic behavior and their perception on the environment revealing important aspects for businesses to take advantage of, in order to develop the business towards satisfying consumers ecological needs and gain a new source of differentiation.

Suggested Citation

  • Ruxandra-Irina POPESCU & Răzvan-Andrei CORBOS & Mihaela COMĂNESCU & Ovidiu-Iulian BUNEA, 2017. "Ecological Marketing –Strategic Option for Business Development in Bucharest," ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, Faculty of Economic Cybernetics, Statistics and Informatics, vol. 51(2), pages 67-83.
    • Handle: RePEc:cys:ecocyb:v:50:y:2017:i:2:p:67-83
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    References listed on IDEAS

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    Cited by:

    1. Aleksandra Kuzior & Alla Lobanova, 2020. "Tools of Information and Communication Technologies in Ecological Marketing under Conditions of Sustainable Development in Industrial Regions (Through Examples of Poland and Ukraine)," JRFM, MDPI, vol. 13(10), pages 1-20, October.
    2. Bunea Ovidiu-Iulian, 2019. "Repositioning sales as an influence on innovation and a source of sustainable competitive advantage," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 492-504, May.
    3. Djamila Chikh Kadri & Djazia Amina Chib & Assia Brahimi, 2021. "Intelligent Hierarchization Of Service Elements Contributing To Overall Customer Satisfaction €Žcase Of Air Algerie Customers," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 49-67, March.

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    More about this item

    Keywords

    Ecological marketing; Sustainability; Pollution; Environmental awareness; Business development.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q50 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - General

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