Green Marketing Applications on Dairy Food Products of the American Farm School of Thessaloniki

Abstract

The objective of this research is to evaluate the concepts of green marketing, green consumer and green product, which have become increasingly popular at present and to offer practical recommendations to the management of the American Farm School (AFS) of Thessaloniki in regards to green marketing strategies. The strong presence of green marketing in today’s business landscape has its roots in the promotion of eco-marketing from the academic community and from the involvement of many citizens in environmental movements which have highlighted environmental issues and entrepreneurship as matters of particular importance. In this study, primary data in regards to the Greek consumers’ perceptions on AFS products’ eco-friendly characteristics are gathered through a questionnaire survey and an interview with the AFS Farm Manager. Next, the research results are presented in detail. Finally, the study ends with the analysis of the findings and concluding comments.