Smart City 360°. The second EAI International Summit, Smart City 360°, Bratislava, Slovakia, November 22-24, 2016. Revised Selected Papers

Research Article

Mapping the Development and Processes of Emerging „Green Markets“ in the Context of Sustainable Marketing Management

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  • @INPROCEEDINGS{10.4108/eai.14-2-2017.152283,
        author={Gabriela Pajtinkova Bartakova and Katarina Gubiniova and Jarmila Brtkova},
        title={Mapping the Development and Processes of Emerging „Green Markets“ in the Context of Sustainable Marketing Management},
        proceedings={Smart City 360°. The second EAI International Summit, Smart City 360°, Bratislava, Slovakia, November 22-24, 2016. Revised Selected Papers},
        publisher={EAI},
        proceedings_a={SMARTCITY360},
        year={2017},
        month={3},
        keywords={Sustainability. Green markets. Consumer behavior. Sustainable marketing management},
        doi={10.4108/eai.14-2-2017.152283}
    }
    
  • Gabriela Pajtinkova Bartakova
    Katarina Gubiniova
    Jarmila Brtkova
    Year: 2017
    Mapping the Development and Processes of Emerging „Green Markets“ in the Context of Sustainable Marketing Management
    SMARTCITY360
    EAI
    DOI: 10.4108/eai.14-2-2017.152283
Gabriela Pajtinkova Bartakova1,*, Katarina Gubiniova, Jarmila Brtkova
  • 1: Comenius University in Bratislava, Faculty of Management, Odbojárov 10, 821 05 Bratislava 25, Slovak Republic
*Contact email: gabriela.bartakova@fm.uniba.sk

Abstract

The global market environment is marked by hyper-competitive market players’ uncompromising efforts and activities. In recent years declaring social responsibility principles has become a tool to differentiate their business plans in terms of sustainable development of the future society. One of the significant cultural trends on the threshold of the third millennium is a shift in customers' attitudes towards environmental issues. This trend is documented by numerous studies from around the world. In Slovakia public attitudes mapping towards solving issues around the impact of their consumer behaviour and organizational behaviours has gradually become a more crucial problem. The aim of the paper is an indirect comparative synthesis and mapping of emerging green market representatives’ manifestations and attitudes to consumption.