A GREEN MARKETING VISION OF THE ROMANIAN COMPANIES
PROMOTES A BUSINESS SUSTAINABLE DEVELOPMENT

Lucreţia Mariana Constantinescu, Valahia University of Targoviste, Romania
Irina Tănăsescu, Valahia University of Targoviste, Romania

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 codes: M31; M13; O33; Q56.