Importance of Green Marketing and its Potential

Zuzana Dvořáková Líšková, Eva Cudlínová, Petra Pártlová, Dvořák Petr


Green marketing is possibly the newest type of marketing. Recently, it has also been the most discussed one by organizations, companies and
even states. Green marketing tries to produce, promote and recycle products that are friendly to the environment. Green marketing is a global
concern and it is going to have a better future. However, this type of marketing meets a few problems such as much effort to replace conventional
products and a lack of confidence. Many companies produce and promote such products as much as possible. In spite of this, the public is still
sceptical. The paper presents the theoretical important knowledge on green marketing, its definitions, customer behaviour formulas, and its

green marketing, behaviour, Eco-product, generation

RNDr. Zuzana Dvořáková Líšková, Ph.D., University of South Bohemia, Faculty of Economics, Department of Regional Management, Studentská 13, 370 05 České Budějovice, Czech Republic, phone +420 776 378 513, e-mail:

Date of online publishing: 

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