EFFECTS OF THE GREEN MARKETING, PUBLIC POLICY AND MANAGERIAL COMMUNICATION STRATEGIES.

The constant degradation of the atmosphere and the bad impacts on the life quality cause several challenges for the consumer, businesses and governments. These need a new living philosophy and new solutions which must be integrated in the sustainable growth concept. The objective of this paper is to outline the specific impacts of putting into practice a novel green marketing paradigm which should formed the sustainable development problem. We underline the contribution of the push-pull strategies to the accomplishment of the dual role of the green company, of an organization with a social reason and as a business with a profit purpose. This contribution may be determined in the push-pull impacts on business, consumer, environment and sustainable development. The analysis concentrates on the push-pull green communication techniques and on the part they could play for achieving successfully push-pull impacts. These impacts go beyond the necessary meanings of marketing communication which are convincing, informing and deciding by empowering and educating the consumers with green solutions. All these impacts can be determined in the effect on the well-being of the society and consumers, on the environment, on the business and on the sustainable development. The increment of the green purchasing and consumption, the well-being enhancement, and a better benefit are the forms the push-pull impacts could take at a micro level. At a macro level, the most important impacts are the slowing of global warming, decreased water, air and soil pollution, waste energy depletion and new green energy sources, decreasing of deforestation, and depletion prevention of natural resources. These impacts are multiplied by a slower rhythm of energy resources consumption, the crude oil resources saving and other raw materials and of drinking water. The sustainable growth is backed also by ceasing the intense exploitation of the energetic resources and natural resources, and by more lasting products.