ABSTRACT
Marketing contains all the market ideas and measures that can be introduced to increase the attractiveness of products to consumers. Eco-marketing expands the customer orientation to include the product's environmental aspects. The starting point for understanding eco-marketing is through analysis of consumer behaviour. Strategic decisions form the foundation for eco-marketing. Strategic decisions are transformed into operational marketing through ideas associated with the marketing mix. Eco-marketing gains greater acceptance when some personal benefit is combined with consumption of environmentally preferred goods. Apart from situational influences, values, attitudes and personality characteristics foster different types of consumption. Encouragement of customer satisfaction, customer engagement and customer competence are important goals for any business that wishes to remain legitimate in the market. Low cognitive and emotional involvement lead to habitual decision-making. Evaluation of possible courses of action presupposes knowledge about environmental issues.
