Green Marketing And Human Resource Management: Can They Do One Without The Other?

Maksimović, Marijana (2023) Green Marketing And Human Resource Management: Can They Do One Without The Other? In: CHALLENGES OF MODERN ECONOMY AND SOCIETY THROUGH THE PRISM OF GREEN ECONOMY AND SUSTAINABLE DEVELOPMENT" – CESGED2023. University Business Academu in Novi Sad, Universitet Studiorum, Novi Pazar, Novi Sad, Pazar, pp. 7-20. ISBN 978-86-81506-24-0

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Abstract

For several decades, the economy has been talking about the merciless consumption of natural resources, about the unnecessary discarding of used resources, thereby indicating the need to preserve the planet earth, but also about the need to recycle resources, wherever possible. This decades-long insistence on preserving the country's biodiversity led to the creation and public proclamation of SDS 17 principles in 2015 in the United Nations. That document is called the UN Agenda 2030. From an economic point of view, any marketing includes green product, green price, green sales and green distribution as key points. An open question arises, how is human resource management related to this? Although on the surface it seems incompatible, with a deeper analysis and an insight into the literature, it can be seen that green marketing and human resource management are tightly connected. In addition to the above four items, human resources can be said to be the fifth item that depends on the functioning of green marketing, the placement of every product, including green ones. In the concept of sustainable and green development, green marketing plays an important role, and human resource management is a concept without which no company can function and be successful today, not even a green one. In the last twenty years, the business function of human resources management has become very developed and represented, so that without it it is impossible to talk about the successful operation of a company. The goal of this research paper is to point out the connection between green marketing and human resource management with the purpose of achieving competitiveness and meeting the needs of consumers.

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