Svjesni smo činjenice da je u posljednje vrijeme postalo popularno kupovati sve što ima oznaku bio ili eko te da se većina poduzeća počinje baviti ekološkom proizvodnjom i zelenim marketingom. No, što je dovelo do toga? Razlog tome je što se sve oko nas počelo mijenjati. Dakle, klimatske promjene, globalno zatopljenje, sve veća pojava genetski modificirane hrane i sl. teme o kojima svakodnevno slušamo u medijima, su posljedice zbog kojih raste interes javnosti i poduzeća za zelenim marketingom. Prije je ekološka proizvodnja bila konkurentska prednost no uskoro će postati potreba. Također marketing za opće dobro postaje sve popularniji, odnosno poduzeća sve više uočavaju probleme u svom okruženju, pomažu u njihovom rješavanju te se trude ekološki osvijestiti potrošače. Iz tog razloga se na tržištu počinju pojavljivati tzv. „zeleni potrošači“. To su oni potrošači koji su ekološki osviješteni te traže i kupuju isključivo ekološke proizvode. Ima nekoliko skupina „zelenih potrošača“ i svakoj se skupini poduzeće treba znati prilagoditi kako bi se zadovoljile njihove želje i potrebe. Takvim je potrošačima teško udovoljiti, a pogotovo onim poduzećima koja se bave proizvodnjom koja zagađuje okoliš i to ne mogu promijeniti. Međutim i takva poduzeća su pronašla način da to nadoknade provodeći društveno odgovorne akcije (poput sadnje drveća i sl.) i na taj način se iskupljuju,odnosno vraćaju prirodi ono što su joj na neki način uzeli.

We are aware that in recent years it has become popular to buy anything that has bio or eco label and that the majority of companies started to engage in organic production and green marketing. But what led to that? The reason is that everything around us began to change. Therefore, climate change, global warming, the growing phenomenon of genetically modified food and similar topics are topics that we hear about in the media every day and all of this are the consequences of increasing interest of the public and business for green marketing. Before the organic production was competitive advantage but soon it will become a necessity. Also, marketing for the common good is becoming increasingly popular, respectively companies increasingly started to perceive problems in their environment, they are helping in solving them and strive to environmentally aware the consumers. For this reason, so-called "green consumers“ began to appear on the market. These are consumers who are environmentally aware and they are searching and buying only organic products. There are several groups of "green consumers" and companies should be able to adapt to every group to satisfy their wants and needs. It is very difficult to satisfy "green consumers", especially for those companies that pollute the environment because of their production and they cannot change that. However , even these companies have found a way to make up for polluting enviroment by implementing socially responsible actions (such as planting trees, and similar) and giving back what they took from the nature.