Attitudes, Opinions and Behavior of Managers on Application of Ecological Marketing in their Business - Testing Hypotheses - Case Study:Brasov County

• Author: Funaru, M.
• Position: Christian University 'D. Cantemir' from Brasov, Romania
• Pages: 53-58

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 7 (56) No. 1 - 2014

ATTITUDES, OPINIONS AND BEHAVIOR

OF MANAGERS ON APPLICATION OF

ECOLOGICAL MARKETING IN THEIR

BUSINESS - TESTING HYPOTHESES -

CASE STUDY: BRAŞOV COUNTY

Mihaela FUNARU1

Abstract: This paper presents results of a quantitative research whi ch

studies the attitudes, opinions and behavior of managers of companies in

Brasov on application of ecological marketing in their business. The

research method used is a sample survey based. Research objectives are

considering to determine the extent to which managers know and apply

ecological marketing, reasons for which the ecological marketing application

is a long-term strategy, views on the opportunity to apply ecological

marketing etc. Conclusions drawn from testing of hypotheses of research

show that, generally, managers of local firms consider ecological marketing

as a long-term strategy of the company. The percentage of managers that

applied ecological marketing in companies does not exceed 60%. A relatively

small percentage of respondents believes that the application of ecological

marketing within firms is a necessity, a social responsibility that can bring

long-term benefits to companies.

Key words: green marketing, ecological marketing, inquiry based survey,

quantitative research..

1 Christian University “D. Cantemir” from Brasov, Romania.

1. Introduction

Ecological marketing research is used to

explore the opportunities and challenges of

marketing, monitor marketing

performance, measure and improve

marketing actions and a better

understanding of marketing and

environmental markets. [7, p. 7]

Marketing research plays an important

role in the marketing system because they

provide the information necessary for its

operation. However, small and medium

enterprises, because of the economic crisis,

have reduced the budget for marketing

activities. [10, 2013, p.144]

The main method of obtaining primary

data is survey-based investigations. This

involves communication with subjects that

are part of a representative sample of the

population under considerati on.

Specific to this method is the use of

structured questionnaire. This refers to a

degree of standardization imposed by the

data collecting process. [9, 2007, p.183]

The main methods of communication