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.