Environmental responsibility in marketing activities of companies

Musová, Zdenka, 1971-

Environmental responsibility in marketing activities of companies / Zdenka Musová, Hussam Musa. -- Purpose: Current negative course of events in the environment influences the activities of companies, as well as the behaviour of consumers. Companies are forced to take these trends into account also in the marketing activities. Consumers also treat the environment with higher responsibility. The behaviour of companies and consumers is closely connected. Consumers, while they are making purchase decisions, react to various stimuli from the external environment, including marketing stimuli of companies. In that context, the aim is to define the environmental marketing and examine consumer perception of it with an emphasis on particular tools of marketing mix.

In Innovation management, entrepreneurship and sustainability : proceedings of the 5th international conference, 25-26 May 2017, Prague Andera, Michal. -- Praha : Oeconomica - Vysoká škola ekonomická, 2017. -- 461 s.. -- ISBN ISBN 978-80-245-2216-6. -- Pp. 654-663