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Green marketing: sustainability strategies in the context of social responsibility

Katsanevakis Georgios

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Summary

In recent decades, we have been living in an era where concepts such as greengrowth and green marketing have been strongly preoccupied with business activities around the world. All forms of organizations act and are affected by this development whether it is in the form of a company/organization or an entire state. Governments formulated policies that are friendlier to the environment, more sustainable without altering the results, but with actions where they do not harm the environment, so that our "production frenzy" does not decrease and we find ourselves in front of catastrophic events.Beyond the part of the state, businesses now have a better picture of greendevelopment and how it can help them. With new products, continuous changes and adaptations based on the needs of the time, businesses proceed to develop green environmental programs since this particular "race" is a one-way street for anyone seeking business survival and growth.The subject of this thesis is, in the first stage, the historical development of greenmarketing since its birth, the reasons that led to it and its correlation with the economy - environment. Then, an analysis of why companies approach this type of marketing policies and in what way, what motivations they have and what opportunities they are looking for in order to include them in their strategies/policies. Practical examples and references will be given.Then there will be a relevant analysis of how a municipality or community canuse green marketing in the context of sustainability, with policies and actions in the context of its development. Existing examples as well as proposals-ideas for actions will be mentioned with realistic movements that can bring immediate and drastic results due to the large volume of a community.Finally, a questionnaire will be presented, referring to the perspective thatprevails regarding sustainability and corporate social responsibility sampled in thecontext of a community. Through this research, we will try to extract how the world treats the respect for the environment by businesses, the improvement of the standard of living and to what extent it responds based on these. The relevant diagrams will be created based on the results and then the analysis will be done.

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