CONTEMPORARY APPROACHES FOR CONSUMER SEGMENTATION ACCORDING TO THE LEVEL OF ECOLOGICAL RESPONSIBILITY: THE CASE OF REPUBLIC OF MACEDONIA

Katerina BOJKOVSKA, Trajan DOJCHINOVSKI, Nikolche JANKULOVSKI, Elena JOSHEVSKA, Blagojche NAJDOVSKI

Abstract

The management and protection of the environment is a problem and companion to the development of human civilization, but in the recent decades is becoming more popular. The European Union supports the development of ecologically adapted and competitive economy, which aims to achieve the objectives of the concept of sustainable development. The ecological awareness today is a planetary phenomenon because it comes as an expression of knowledge about the danger for humanity from pollution of soil, water and air due to the carelessness of the consequences of certain activities of the environment. Consumers are increasingly more aware of the consequences of global pollution and the constant disorder of the environment. People around the world show concern for the environment and change their behavior. The ecological awareness and environmentally responsible behavior of the consumers is a necessity and obligation of the modern world and is part of the social responsibility. The green consumers as one of the most important features of the modern ecological marketing are environmentally responsible consumers who require producers to express their ecological responsibility.

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