ECO-MARKETING RESEARCH IN ROMANIAN FIRMS FOR THE AVAILABILITY OF INTRODUCING PRODUCTS FRIENDLY TO THE ENVIRONMENT ON THE MARKET

Abstract

The advertising of eco-marketing as an instrument specific to market economy represents a condition essential for success. Terms like “Ozone Friendly”, “Recyclable” or “Environmental Friendly” make lots of consumers to associate these notions with eco-marketing, which is considered as referring only to the products which have ecological characteristics. The market is more and more sensitive to the impact that products have upon the environment. Romania is gradually aligning to the nations in which the rights of the consumers are guaranteed by written laws. The new system of ecological labeling is yet to become known. Acquiring a position of company with visible environmental performances is triggered by changes in all activity levels, requiring an environmental management strategy, in order to obtain a real environmental quality. All these arguments will constitute the premises and the support for the proposed work.