<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Green marketing as a part of environmental management has become a new marketing philosophy of many companies. It includes more than just a simple building of corporate image but it also becomes a modern idea of the enforcement of actual environmental trends to a broad spectrum of business activities. The field of action of green marketing tools is relatively extensive, starting with the protection of environment, production and sale of products and services with ecological conditions and requirements, through the final consumption of environmentally friendly products, which affects the quality of life and health of the whole society. The aim of the article includes to provide a literature review on the issue from several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of a green marketing and also analyses its use in a Slovak public transport company. Based on this, in discussion are indicated some proposals to improve the effectivity and visibility of these activities in the public transport company and thus ensure the image of the company as more environmental friendly. This measures help to improve the positive perception of the company by customers and the general public.</p></abstract>

Green marketing as a part of environmental management has become a new marketing philosophy of many companies. It includes more than just a simple building of corporate image but it also becomes a modern idea of the enforcement of actual environmental trends to a broad spectrum of business activities. The field of action of green marketing tools is relatively extensive, starting with the protection of environment, production and sale of products and services with ecological conditions and requirements, through the final consumption of environmentally friendly products, which affects the quality of life and health of the whole society. The aim of the article includes to provide a literature review on the issue from several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of a green marketing and also analyses its use in a Slovak public transport company. Based on this, in discussion are indicated some proposals to improve the effectivity and visibility of these activities in the public transport company and thus ensure the image of the company as more environmental friendly. This measures help to improve the positive perception of the company by customers and the general public.

Green Marketing and its Use in a Transport Company

LOGI – Scientific Journal on Transport and Logistics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Green Marketing and its Use in a Transport Company"}

Green marketing as a part of environmental management has become a new marketing philosophy of many companies. It includes more than just a simple building of...

Green Marketing and its Use in a Transport Company

Data publikacji: 22 cze 2018

Zakres stron: 58 - 69

DOI: https://doi.org/10.2478/logi-2018-0008

Słowa kluczowe
Green marketing, transport company, urban public transport, ecological behavior

© 2018 Margareta Nadanyiova, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Green Marketing and its Use in a Transport Company

Data publikacji: 22 cze 2018

Zakres stron: 58 - 69

DOI: https://doi.org/10.2478/logi-2018-0008

Słowa kluczoweGreen marketing, transport company, urban public transport, ecological behavior

© 2018 Margareta Nadanyiova, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Słowa kluczowe
Green marketing, transport company, urban public transport, ecological behavior