The interviews provide valuable insights of the success of green marketing based on the confidence between company and customer. Findings: By analyzing the results of the interviews with the literature review, the thesis reveals that environmental responsibility and ecological orientation needs to be based upon the entire business strategy of a company and implemented in its core principles in order to deal effectively and effectively with this issue.

Conclusions: Companies respond in different ways to ecological issues, through eco-labeling, cooperation with NGOs and energy-saving production processes. In conclusion, it can be said that the need for customer relationship dedication, trust, confidence and loyalty due to this of satisfaction are as important in customer relationship management as in green marketing, because competitive benefit can be performed by environment-related activities and motivates companies to go green to market ecologically sustainable procedures.

Analysis Limitations/Implications: There is a quantity of materials focusing on customer relationship management and implications of green issues for business strategy, but there are only a few on green marketing yet and the interaction between green marketing and CRM is lacking attention, up to now. Originality/Value: This work looks for to make a contribution towards linking the ends of CRM and green marketing. It signifies a relationship between eco-orientation and company performance and implicates, on the basis of the theoretical and empirical results, that integrating environmental features and good performance in a company is not impossible.