Aplinkosaugos aspektai rinkodaros procese

Abstract

Objective of the work was to establish integration possibilities of environmental aspects to marketing mix. In the article, by the comparative literature and logic analysis, induction and generalization methods, and taking into account the escalation of environmental problems in the world and their directly cause – human economic activity and consumption, analyzed environmental aspects in the marketing mix and their application possibilities, to develop and supply the market with environmentally friendly products. During inquiry, the 4P marketing model was applied in the examination of each marketing mix tool from environmental perspective. It was identified and established that environmental marketing can be considered as an integrated process, which is focused on the provision of goods and services for consumer groups, and which has to have a reduced environmental impact and contribute to the sustainable development regulations, while organizations priority focus on the environmental sustainability benefits to the organization, producers, consumers and the natural environment