AbstractView references

The environmental (ecological) marketing is increasingly present issue at the global level while environmental changes have created a new segment of environmentally responsible consumers, known as green consumers. Previously said, led to the emergence of new forms of marketing, also known as green marketing, which means that the production processes, products, services, and all marketing activities are created and implemented in accordance with the impact that can have on building a healthy environment and society as a whole. In this paper, besides theoretical basis of understanding key terms related to the segment of green marketing and green consumer, we will present the results of primary data from our own research, which aims to determine the awareness and attitudes about green marketing, green consumers and products. The conclusion to which the authors come states that although there is a relatively large consumer awareness about the concept of green marketing, it is still a very small percentage of those who regularly buy these products, which is largely a consequence of higher prices that green products have over conventional (traditional) ones. © 2018, Springer International Publishing AG.