Green Marketing Willingness of Bulgarian Market: Comparison with Italy

Abstract

The concept of green marketing is wide covering different aspects of business strategy and policy making. Green marketing puts together issues of sustainable development, such as recycling concerns, material re-use or eco-efficiency with the promotion of products by the conventional marketing policy. The purpose of this paper is to establish how the adoption of green marketing could be an effective tool for improving the market share in Bulgaria following the example of the Italian case. The adoption of eco-label brand or the fulfilling of other environmental certifications could enable to the small medium enterprises (SMEs) to become more competitive in the EU market. We try to explain how a changing view about the environmental aspect could represent an opportunity to snap it up in shorter-medium time.