Preserving the enviroment is not an easy task, so Green Marketing has taken care of that by informing, labeling and symbolising the product to make consumers aware of that. Business changes are often affected by changes in the enviroment and society, changes in technological and economic development. All these changes affect the desires and needs of consumers. The main goal of Green Marketing is the realisation od profits, but with preservation and a positive contribution to the enviroment at the same time. The emergence of green costumers provides new opportunities for economic entities fo developmwnt and their advancement. It involves working with suppliers and trades, partners and competitors to ultimately axhieve environmentally sustainable development. The purpose of this paper is to point out how green marketing is becoming on of the most important activities od a company today. The first and second chapters describe green marketing and its origins. The third chapter deals with one of the basic marketinf tools, which servis as the mail guideline in determining the way a product and / or servise is positioned in the market. The marketing mix includes product, prise, distribution and promotion. The instruments used in the green marketing mix are green products, green packaging, green servisec, green price, labeling of green product or services and green communication. There are five groups of consumers, which we can classify into genuine ones who care very much about the envirnment and those who will occasionally buy a more environmentally friendly product even though they are not politically active. There is also a group of consumes ho do not care about the environment and social issues, and therefore will not buy an organic product. We analyze green marketing in practice though the example of the Bill Ford campaign, and the green bottle presented by Coca-Cola. The meaning of eco-symbols for packaging are explained and a primary research was also conducted applying a survey method.