Abstract:

A strong development in different fields in Romania, like IT&C, economy, science, health and sports, came along with some strong concerns regarding the environmental health. Thus, a relatively new concept, known as “green marketing” has emerged in Romania. Green marketing has brought together a number of different activities, not necessarily directly related to marketing and advertising field but to the end-to-end production process, from modifications to products themselves, to pricing strategies, distribution strategies or even companies’ structures, such as forming new alliances/ventures. In the given context, this paper focuses on the green marketing concept in Romania, especially in the urban area, because the businesses here have to take also this new concept into consideration and implement it in their daily operation. The main objective of this research is to identify the way of thinking of the Romanian’s inhabitants regarding the pollution and also to find out more information regarding the “green” behaviour of the companies, the way they adapted to this new trend in marketing. The article is based on a survey conducted between the companies of the big cities from Romania and provides the readers with an overview of the “green” behaviour and the phenomenon of pollution, while also highlighting a number of different opportunities for the business sector in Romania.