Green marketing as a strategic tool for the sustainable development of less favoured areas of Greece: women's agro-tourism cooperatives Online publication date: Tue, 27-Sep-2016
by Stefanos Tsiaras; Eleni Triantafillidou; Effimia Katsanika
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 10, No. 1, 2016
Abstract: Sustainable development and green marketing are two terms that dominate in the modern era. The aim of this paper is to examine how green marketing can contribute as a strategic tool to the sustainable development of less favoured areas, focusing on women's agro-tourism cooperatives and their impact on local and national level. Women's agro-tourism cooperatives, whose number has considerably increased in Greece in the past 20 years, are a perfect example for the application of green economy. Despite certain obstacles, they fulfil the principles of sustainable development, taking under consideration the three pillars of sustainability: economic growth, environmental protection and social equity. The future of women's cooperatives in Greece is very promising; the vast majority has already survived the economic crisis and there is room for further improvement regarding product, price, place and promotion.
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