GREEN MARKETING IMPACT ON PERCEIVED BRAND VALUE IN DIFFERENT GENERATIONS

In today's world, there is more and discussions of high production sales volumes the abundant global consumption it generates. At international level, environmental consciousness beginning to escalate both among businesses ordinary consumers. Thus, find out what marketing activities can help attract different consumers build a green brand, research problem arises: impact does have on perceived value brand by consumers? Research object: perception X Y generation in Lithuanian market. aim theoretically analyze concept marketing, its components, development, previous conduct an empirical study develop mix recomendations making generations Lithuania. To achieve set goals test hypotheses, will use two methods: questionnaire survey semi-structured interview with experts business representatives. Three hypotheses were made: price factor, influencing more, than Y; are interested products; awareness brands has less influence Y.