Green Marketing as a Tool Influencing Consumers' Behavior: Slovak Case Study of Regional Mark Preference.

The article offers an overview of forms and strategies of marketing communication in consumers' environment, the use of marketing communication with environmental elements and its research under Slovak conditions. In the strategy of the last years, Slovakia has adapted to European conditions of the commercial behaviour of consumers. Methods of mapping marketing tools in environmental management of companies and evaluating their effectiveness have been becoming actual management tools. Strategies of sustainability and environmental ethics are a common and acceptable marketing advantage on the market at present. The article communicated research of impact a green marketing by regional or green brand in Slovak regions Podpolanie and Ponitrie. Gender, education level, monthly income and product price was main indicator for quantitative and marginally qualitative research data. Regional diversity is still evident in green marketing mainly in gender preference. (C) 2015 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license