Marketing sustainable products.

The changing market for products and services is leading contemporary entrepreneurs to prioritize environmental protection. With the increase in environmental awareness, consumers are more and more willing to choose healthy, safe products produced according to rules that are conducive to environmental protection. The growing interest in a pro-ecological lifestyle among society forces companies to use ecological marketing tools to an increasing extent. It necessitates the adoption of environmentally friendly behaviours by individuals. Therefore, along with the increase in environmental awareness among consumers, the development of ecological marketing is observed, which is a response to the pro-ecological needs of society. In conventional marketing, the dominant strategy was the product or market expansion philosophy, in contrast to new marketing, which primarily emphasizes the offer’s qualitative features. The primary purpose of this chapter will be to characterize the marketing of sustainable products and to describe the tools supporting its concept.