تجزیه و تحلیل ادراک مصرف کننده اسلواکی از فعالیت های بازاریابی سبز

Standard strategic goals of a company are related to the achievement of predefined values in the area of sales or a market share. Their achievement is conditional upon obtaining a stable consumer preferences and some competitive advantage. Applying traditional marketing activities does not have a desired effect, companies have been forced to search new ways to achieve their goals. One of these ways is to implement the concept of socially responsible behaviour with an emphasis on the application of green marketing. At the present green marketing does not represent only one of the tools of company's image building. In fact, its implementation is primarily public commitment of company's management to carry business in the way which ensures economic development and at the same time it is realizing of the responsibility for increasing of environmental and social performance. The contribution papers are focused on the efficiency of the green marketing as a tool of competitive advantage in the context of Slovak consumer's perception. The goal of the survey, whose outputs are partially presented in the article, was to identify the relationship of Slovak consumers to green marketing activities and perception of this concept in relation to its impact on the buying decision. Following achieving information there are formulated recommendations for application of green marketing as a tool of competitive advantage in the conclusion.