The Impact of Eco-Marketing - A Quantitative Research on the Brasov’s Adult Population

Abstract

The purpose of this paper is to study the impact of the ecological crises and of the current concerns for maintaining a clean and safe environment. The entire economic activity is related to the environment, being at least, the place for producing the goods. The consumers are growing their interest on the world behind the product, they want to know how, where and who manufactured the product they want to buy, in order to determine the price they want to pay, and to make the purchase decision. The main part of this article contains a marketing research made on the Brasov’s adult population, having the main objective to establish the opinions, attitudes and behaviors of the Brasov citizens on the eco-marketing campaigns. In order to determine this, a quantitative research was conducted, on 384 subjects. This research contains questions about the interest manifested by the population from Brasov on the ecological problems, the actions that were taken by different age groups concerning the ecological problems, the influence of the revenue on the actions on the eco-marketing campaigns and the degree of involvement of different economic actors in the eco-marketing plans. The results of this quantitative research are able to establish some main directions for an efficient eco-marketing campaign on the Brasov market.