Attitudes, opinions and behaviour of Brasov managers as regards the application of ecological marketing in their business

• Author: Funaru, M.
• Position: Christian University D. Cantemir from Brasov
• Pages: 31-36

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 6 (55) No. 2 - 2013

ATTITUDES, OPINIONS AND BEHAVIOUR

OF BRAŞOV MANAGERS AS REGARDS

THE APPLICATION OF ECOLOGICAL

MARKETING IN THEIR BUSINESS

Mihaela FUNARU

1

Abstract: This paper presents r esults of a quantita tive resear ch study which

focuses on the attitudes, opinions and behaviour of Brasov manag ers as

regar ds the application of ecological marketing in their business. The research

method used is based on a sample survey. The research objective is to

determine the extent to which Brasov ma nagers know and apply gr een

marketing in their business. The findings suggest that local companies’

manager s generally have knowledge of ecologica l marketing. Manager s are

interested in applying green marketing and believe that it is important for a

company from a strategic per spective, due to the long-term benefits it brings.

Key words: ecological/green marketing, qua ntitative resear ch, inquiry

based sur vey, sample survey, proactive approa ch.

1. Introduction

Considering the importance of the

awareness of environmental issues the

world faces, the problems linked to the

limited non-renewable resources, it is

important to study and analyse the situation

in Romania regarding the awareness of

Romanian companies of such problems, the

adoption of green marketing by firms, and

the environment law enforcement.

In the green marketing activities, as in all

areas where marketing is applied, a special

role in the proper operation of the firm is

played by marketing research.

Many Romanian and foreign marketing

specialists have been involved in studying

and deepening this area - marketing

research – such as Lefter (2004), Mihi

(1996), Malhotra (2007), Stewart (1991),

Balaure (2002), Evrard, Pras and Roux

(1993), Ctoiu (2002), Drgan and

1 Christian University D. Cantemir from Braşov

Demetrescu (1996), Lehmann (1989),

Aaker and Day (1990), Constantin (2006,

2009) etc.

The main method for obtaining primary

data is represented by survey-based

investigations. This involves

communication with subjects that are part

of a representative sample of the population

under consideration.

Survey-based investigations involve

asking respondents. They are asked to

answer a variety of questions about their

behaviour, intentions, attitudes, their

motivations, including demographic data on

their characteristics and lifestyle.

Investigations usually follow to learn

about consumer buying behaviours,

opinions and attitudes, to find the values

provided by buyers or consumers. Surveys

offer the possibility to obtain a wide range

of information about a particular population