ZELENI MARKETING I MEDIJI: KAKO KOMPANIJE U BIH KORISTE EKOLOŠKE NARATIVE U REKLAMNIM KAMPANJAMA / GREEN MARKETING AND MEDIA: HOW COMPANIES IN BIH USE ENVIRONMENTAL NARRATIVES IN ADVERTISING CAMPAIGNS

Abstract

In contemporary society, marked by growing environmental challenges and pressures to adopt sustainable practices, green marketing is becoming one of the key tools of corporate communication. Companies strive to shape their identity through narratives that emphasize environmental care, sustainable production, and responsible resource management. At the same time, the public increasingly expects organizations to operate in line with global sustainability goals, which further motivates brands to highlight the "green" dimensions of their products and services. However, parallel to the rise of green marketing, the phenomenon of greenwashing has also developed—a practice in which companies portray their activities as more environmentally responsible than they actually are. In such circumstances, the media play a crucial role in shaping public perception, mediating companies' environmental messages and contributing to their legitimization or problematization. The aim of this paper is to analyze how companies in Bosnia and Herzegovina use environmental narratives in their media and marketing campaigns, and to what extent these narratives align with actual environmental practices.An analysis of green marketing in Bosnia and Herzegovina shows that companies differ significantly in how they use environmental narratives and the degree to which these narratives reflect actual environmental practices.