Abstract
Sustainable development has become an established phenomenon. Society is becoming increasingly environmental conscious, this has even been used as an electoral argument. Environmental protection is due to a movement introduced jointly by the population at large and the NGOs through a governmental policy. Under the influence of this trend, companies are forced to think about the ‘environment'. Sustainable development was tabled for the first time during the UNO summit of 1987 by Mrs. Brundland, Norwegian Prime Minister. The concept has been developed over the years and has found many definitions.
Respect for the environment has to be integrated into a company's policies. Marketing Mix has in consequence changed, with production methods now brought into consideration. Companies cannot claim to have a credible environmental protection policy if their production methods are not environmental friendly. For protection measures to be accepted as effective, all aspects of a company's activity have to use the best solution, from product conception to final distribution. Financial and communicational aspects are more traditional. Company communications must be truthful and now have to consider more than just the external activity of the company. Sanctions are severe and production methods are under surveillance by ONG inspectors. Companies toeing the line can expect to reap healthy benefits.
Market surveys determine consumption trends in order to define consumer behavior. Results give consumer reaction towards environmental issues, their personal involvement, how far they would go in supporting protection measures, and the faith that they put in the published company information relating to environmental protection activities.
