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ABSTRACT: The sustainable product concept includes a variety of economic, social and environmental considerations. A sustainable product is an item or service that minimizes its impact on resource use and environment and maximizes that on society at each stage of its life cycle. The improvement of both characteristics must become the constant objective of the producers. The more they succeed to achieve these objectives, the more sustainable the products become. The end product of sustainable marketing consists in its contribution to the sustainable development by the favorable impact on its economic, social and environmental constituent parts (Yazdanifard and Mercy, 2011, p.638)
The introduction of the environmental protection into the marketing equation to promote the consideration of the social aspect which defends the environmental interests of the society (Hopfenbech 1994, p.300) provided a major challenge for the Romanian entrepreneurs in the business area regarding to a multidimensional transformation process.
This paper aims the successive steps of an organizational complete model considered by us as essential to draw the social responsible enterprise status focus to "consumer & environment" to increase their good effets upon society.
Key words: environmental compatibility of the firm, green marketing model, social corporate responsibility
JEL code: M31; M13; O33; Q56.
Introduction
Alarmed by the well frequently adverse effects and long-term different products upon the health and the human body, more and more consumers are interested in organic and green business.
The answers and ways of manifestation of the green consumer market for products/brands and businesses are the result of the ecological selection and systematic interpretation of the information about products, processes, producers and traders. Consumers began, step by step, focus to reducing the stress on simplifying life, elimination of problems and the complexity of procedures, and the keywords have become energy and time.
The themes of the environment wins, and, more acutely, increasing the tendency of consumers to participate in community life and we are witnessing today in the process of good consumer information to offer various information, by thus determining to make good choices based on their preferences / motivations and giving at the same time, the knowledge that they have made a good choice (Palese, Crane YT, 2002, 134-138).
For the enterprises which didn't meet the promises made by...