Marketing is a combination of complex processes involving various external and internal factors that need to be caarefully considered and balanced when planning and organizing marketing activities.Marketing follows different social processes and change sin the world, including consumer awareness.The inclusion oft he ecological dimension in business is therefore not surprising, as it is the result of a ubiqutous trend int he world that is manifested throught a growing interes tin preserving the enviroment and creating a favorable atmosphere for the estrablishment of sustainable development.A term “ecological marketing“or its more popular version called „ green marketing“ is product of ever –increasing number of economic entities toward more cleaner and environment frendly business. Ecological awareness and ecologically responsible behavior is a huge necessity and obligation in our society today. Socially responsibile management deals while achieving marketing goals, at the same time seeks to protect the interests of societly, both towards the general public and environment, towards employees, members, owners and competition. It is quite common to prefer the green-oriented companies than those which are not, and to allocate more funds for their products as well.