Purpose: The aim of the study is to present the relationship between generation Z
consumers' perception of sustainable brand initiatives in the area of environmental …

Upon careful examination of organizations' operations on the market it becomes evident that
conventional approaches do not ensure triumph. The consideration of the interests of …

Purpose: Competing for a limited number of socially conscious consumers and the
appearance of new generations on the market forces a continuous addition of knowledge …

Upon careful examination of organizations' operations on the market it becomes evident that
conventional approaches do not ensure triumph. The consideration of the interests of …

Green marketing is focused on a responsible approach to the environment, which is
integrated into various areas of society. In order to build a successful and socially …

Nowadays, consumers are becoming more aware of social, environmental, and ethical
issues. This means branding, brand values and Corporate Social Responsibility (CSR) are …

In the intensely competitive environment that is increasing day by day around the world,
organizations do not have many options to survive, and creating a difference is one of the …

According to increased competition and market saturation, it is necessary for companies to
find a way to express their uniqueness, innovation, differentiation, but also concern about …

As an useful approach, company as a society organizations rather than to benefit only
themselves has recently come into prominence. Environmentally friendly practices of …

Organizations strive to satisfy salient and unmet consumer needs by providing value through
their products and services. If environmentally sustainable “green” brands successfully exist …