Green marketing as a determinant of competitive advantages in B2B markets

Given the fact that in professional literature on marketing, and especially segment of green (environmental) much more research is done written about B2C markets, this paper an attempt to explore procurement motives behaviour business customers during complex purchasing process, example several important thermotechnical devices, B2B market Vojvodina. The aims collect relevant data from through direct interviews regarding impact environmental performance gas boilers, heat pumps air conditioners order obtain quality reliable information based is, conducted descriptive statistical analysis, which will enable a better understanding issue. To qualitative data, method unstructured deep interview was used. results confirmed hypotheses indicated necessity marketing current conditions. It indisputable soon only organisations focused channels, say, those are creating their own optimal relationship between production, distribution and/or sales protection, be able gain competitive advantage dynamic markets achieve maximum satisfaction environmentally demanding customers, thus, fact, at same time give full contribution sustainable development entire community.