| Abstract [eng] |
Previously, all marketing programs were focused on production growth. The main goal of companies was to satisfy the growing demand. New technologies increased labour productivity and output of the products. However, because of emissions, increased pollution, more people experience health problems; on a global scale, we witness the increased number of accumulated industrial waste and garbage which cannot be easily processed. Society began to feel the consequences of technological progress and has taken the ways to prevent further environmental damage, has begun to live an ecologically and environmentally friendly way of life. Companies also realized that it is much more profitable to initiate company policies related to pollution prevention and design eco-friendly products and services. Companies also seek to improve the quality of products. Some companies choose to use an eco-marketing approach in product line expansion and modernization of the technological processes. This is the tactics, when a company tries to reduce the environmental impact on the nature. However, there are many companies which associate themselves with green marketing, but, in reality, they do not seek to improve the environmental quality, only to benefit themselves. Object of the research – ecological education in the context of green marketing. The objectives: • Present the concept of green marketing and review green marketing models; • Specify the key elements of the system of environmental education and to offer your own model; • Propose environmental education model based on green marketing; • Examine the environmental education research; • Propose a five studies to be performed; • Is analyse surveys results. Research has proven the proposed ecological model can be applied to the current situation. Almost 95% of the surveyed declared ecological education is important to them, but are not aware of how exactly they could participate in it. 76.3% of all respondents have acquired most of their knowledge about the ecological education from various source of media (Internet and TV). Extent of the task: 18 No. of data tables, 26 No. of figures. |
