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Sa rastom svijesti potrošača o potrebi očuvanja okoliša i planete na kojoj žive, zamjetan je i rast ekološki prihvatljivih proizvoda te njihova konzumacija u svim domenama. Potrošači se sve više odlučuju na kupnju marki koje su jasno opredijeljene za održivost. Jasno je da prodaja ekološki prihvatljivih proizvoda nije samo dobra poslovna ideja - ona je i potencijalno unosna. Ekološki prihvatljivi proizvodi su proizvodi koji zadovoljavaju stroge standarde o tome kako njihova proizvodnja, pakiranje, isporuka, uporaba i odlaganje utječu na okoliš. Ekološki prihvatljivi proizvodi imat će oznaku ecolabel na svom pakiranju kako bi poručili da zadovoljavaju te standarde održivosti. Cilj je ovog diplomskog rada istražiti teorijske odrednice održivosti proizvoda, primjene zelenog marketinga održivog proizvoda te analitiku specifičnosti plasmana održivog proizvoda te u empirijskom dijelu izvršiti komparativnu analizu plasmana ekološke odjeće tvrtki Pact i Eileen Fisher. Svrha je diplomskog rada ukazati na važnost konzumacije održivih proizvoda te način na koji se oni plasiraju na tržište u kontekstu podizanja svijesti potrošača o potrebi njihove veće konzumacije i poticaju rasta potražnje za održivim proizvodima. Komparativnom analizom dvije tvrtke iz domene proizvodnje i plasmana ekološke odjeće – Pacta i Eileen Fisher, razvido je da su obje međunarodno uspješne i prepoznate tvrtke koje svojim psolovanjem djeluju pozitivno na okoliš i kojima je generiranje profitabilnosti minoran poslovni cilj u odnosu na ekološku održivost. Kompanija Pact ima značajnije razvijenu strategiju plasmana svoje ekološke odjeće putem personalizranih narudžbi, dok Eileen Fisher svoj anažniji angažman nalazi u značajnoj promociji same direktorice kompanije o podizanju svijesti o važnosti korištenja ekološke odjeće. With the growing awareness of consumers about the need to preserve the environment and the planet they live on, the growth of environmentally friendly products and their consumption in all domains is noticeable. Consumers are increasingly choosing to buy brands that are clearly committed to sustainability. It's clear that selling environmentally friendly products is not only a good business idea - it's also potentially lucrative. Environmentally friendly products are products that meet strict standards on how their production, packaging, delivery, use and disposal affect the environment. Eco-friendly products will have an ecolabel on their packaging to indicate that they meet these sustainability standards. The aim of this diploma thesis is to investigate the theoretical determinants of product sustainability, the application of green marketing of sustainable products and the analysis of the specifics of sustainable product placement, and in the empirical part to perform a comparative analysis of the placement of ecological clothing by Pact and Eileen Fisher. The purpose of the diploma thesis is to point out the importance of consumption of sustainable products and the way in which they are marketed in the context of raising consumer awareness of the need for greater consumption and the stimulation of growth in demand for sustainable products. A comparative analysis of two companies from the field of production and marketing of ecological clothing - Pacta and Eileen Fisher, shows that both are internationally successful and recognized companies that have a positive effect on the environment through their business and for which the generation of profitability is a minor business goal compared to ecological sustainability. The company Pact has a more significantly developed strategy of marketing its ecological clothing through personalized orders, while Eileen Fisher finds her more important involvement in the significant promotion of the company's director herself on raising awareness of the importance of using ecological clothing.