Zeleni management in marketing – del družbeno odgovornih organizacij
DOI:
https://doi.org/10.55707/eb.v11i2.144Ključne besede:
zeleno gospodarjenje, odgovorno poslovanje, organizacija, zeleni marketing, trajnostni razvojPovzetek
Trajnostni razvoj je opredeljen kot uravnotežen družbeni, kulturni in gospodarski napredek brez ogrožanja okolja. Različni zeleni valovi ali zelene težnje, ki prevladujejo v dejansko vseh vidikih človeškega življenja, so se pojavili po vsem svetu, da bi ohranili zdravje planeta. Zeleno trženje, znano tudi kot ekološko trženje, in okoljsko upravljanje sta dva načina za prikaz zelenih dejavnosti. Lahko bi trdili, da je izraz zeleno resnično povezan s trajnostnim razvojem, ker sta obe znanosti ključnega pomena za delovanje podjetij in učinkovito upravljanje teh podjetij v smeri njihovih ciljev. Sodoben pristop k ravnanju z okoljem je ekološki management. Odpravljanje škodljivih vplivov in vedenj, povezanih z zdravjem ljudi, je primarni cilj takšnega sistema. Promoviranje izdelkov, za katere se domneva, da so varni za okolje, je znano kot okoljsko trženje. Zeleno trženje kot posebno znanstveno področje obsega vrsto pobud, ki obravnavajo izdelke pa tudi povečanje razumevanja javnosti o vrednosti zdravega okolja in njegovega ohranjanja. Podjetja, ki uporabljajo zelene tržne in upravljavske prakse, so zelo družbeno ozaveščena; z drugimi besedami, delujejo po načelu družbeno odgovornega poslovanja. Za doseganje zastavljenih organizacijskih ciljev bo članek obravnaval zeleni management in zeleni marketing s poudarkom na družbeno ozaveščenih podjetjih.
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Avtorske pravice (c) 2024 Asmaeil Ali Mohammed Khmaaj, Biljana Ilić , Bojana Ostojić
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