ANALYSIS AND IMPLEMENTATION OF "GREEN MARKETING" IN THE REPUBLIC OF MACEDONIA, WITH SPECIAL FOCUS ON PROMOTING HEALTHY NUTRITION
The terms "sustainable marketing" and "green marketing" are becoming more popular in theory, as well as through their increased implementation in the business world. The paper explores these concepts through an overview of existing literature, and it explores their distinctive features. By paying attention to the long-term goals of a company, the problem of sustainability is self-inflicting and therefore many businesses, political and non-governmental organizations and civic initiatives highlight it as one of the main goals in the direction of longterm development of human and natural capital. An overview of the strengths and weaknesses of green marketing and its implementation is made, as well as the main barriers it faces. A special focus is on the so-called new consumer group called "green consumers". Primary research explores the hypothesis that green marketing could be effectively implemented in a specific economy such as the Republic of Macedonia. Through a number of different quantitative and qualitative methods, the research confirmed the general hypothesis, with Macedonian consumers having developed awareness that is favorable for the promotion of green products, where the main barrier to implementation is the price. Social networks are rated as the most suitable channel the promotion of green products and sustainable marketing.
Sustainable marketing, green marketing, green consumers, green products, sustainability, Republic of Macedonia