PREMISES FOR IMPLEMENTING ECO-MARKETING IN PRO-ENVIRONMENTAL ENTERPRISE MANAGEMENT

Purpose: The aim of the study is to fill the noted gap by deepening the understanding of the mandatory and optional rationales for implementing eco-marketing in pro-environmental enterprise management, identifying them and assessing the determinants of their implementation. Design/Methodology/Approach: The research methods adopted in order to achieve the purpose include: in the theoretical part: literature studies; in the research part: research was conducted using a survey questionnaire, frequency analysis was conducted and Spearman’s rank correlation were used to examine the strength and direction of the relationship among the variables studied. Findings: The results obtained suggest that the relationship between the mandatory and the optional premises for implementing eco-marketing in pro-environmental enterprise management is becoming an important criterion for the success of pro-environmental attitudes in enterprise management. Research Limitations/Implications: The research shows that the increase in the importance of legislation in the eco-marketing approach is accompanied by an increase in the fad for the use of eco measures, which underscores the need for a holistic approach that combines legal requirements with dynamic market trends. This opens up new avenues of research that can contribute to a better understanding of how to comprehensively integrate these premises into companies' pro-environmental activities. Practical Implications: The results of the research indicating a strong relationship between the mandatory premises (laws) and the optional ones (fad for eco-activities), have important practical implications for enterprises, as they cannot only have an impact on strengthening the competitiveness of enterprises, by building a sustainable reputation in the market, but can also make it possible to minimize the risks arising from eco-marketing regulations. Social Implications: The results of the research, which indicate a strong correlation between the mandatory and optional premises for implementing eco-marketing, have important implications for the society, as combining legislation with market trends can contribute to building a more environmentally conscious society, which translates into better environmental stewardship and increased transparency and trust in relations between businesses and customers. Originality/Value: This article contributes to research on understanding the relationship between the mandatory and the optional premises for implementing eco-marketing in pro environmental enterprise management. By focusing on a combination of mandatory legal standards and optional environmental initiatives, companies are responding to market expectations, building credibility and public trust. This in turn promotes the ideas of sustainability and environmental responsibility among the public.