Communication in the ecological marketing

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Article Title:	Communication in the ecological marketing
Authors:	Olimpia Neagu
Affiliation:	“Vasile Goldiş” Western University, Arad
Abstract:	The formation of the environmental protective behaviour is a major objective of the communication actions specific to ecological marketing. The ecological marketers must have in attention to conceive an effective message to the target audience, transmitted trough appropriate channels and using specific and persuasive techniques. The objectives nature of communication in the ecological marketing is affective(feeling creation) and conative(action stimulation), regarding the awareness raising of the target groups of the importance of the environment protection and the concrete prevention and stopping pollution actions.
Keywords:	green/environmental/ecological marketing, pro-environmental behavior, marketing communication, environmental orientation
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