Sustainable incentives in marketing and strategic greening : the cases of Lithuania and Romania
LTŠiame straipsnyje darnumo iniciatyvos nagrinėjamos per rinkodaros prizmę, pasitelkiant teorinius žaliosios strategijos ir ekologinio žymėjimo konceptus. Žalioji (ekologinė) rinkodara tampa vienu iš verslo konkurencinio pranašumo variklių, todėl jos teorinis ir praktinis nagrinėjimas tampa aktualia ir dėmesio verta tematika Europos Sąjungos (ES) vykdomos ekologinio ir darnaus vystymosi politikos kontekste. Straipsnyje pažymima, kad naujos ES narės, pvz., Rumunija, taip pat siekia įgyvendinti privalomus arba savanoriškus ekologinio žymėjimo standartus, juos kurdama ES fondų ir programų finansuojamomis lėšomis. Lietuva, priėmusi ekologinio žymėjimo standartų įsipareigojimus dar 1995 metais, šiuo klausimu yra pažengusi gerokai toliau. [Iš leidinio]
ENThis paper focuses on a growing interest in green marketing and its sustainable incentives via greening strategy and ecological labelling practices, especially in Europe and with a separate case in Lithuania. The article deals with the issues of environmental (eco-) marketing and ecological labelling to ensure that consumers have access to ecological products and services and they might adjust their preferences towards environmentally-friendly business practices. For business worldwide, ecological marketing and its applications in practice have become a competitive prerogative for modern business performance. [From the publication]
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