RETAIL MARKETING AND PRODUCT POLICY FOR SUSTAINABLE DEVELOPMENT

Slovakia currently needs to respond to existing environmental challenges. According to the data of the Ministry of the Environment of the Slovak Republic, air quality causes more than 5,000 premature deaths. Another challenge and problem is the low rate of waste recycling and the protection of ecosystems. The existing economic model causes many environmental and health risks. At the same time, it leads to waste in the sphere of production and consumption, accelerates the reduction of biodiversity, and depletes raw material resources. Ultimately, it leads to an unjust society. It was therefore necessary to follow up on the UN 2030 agenda for sustainable development, which is based on the existence of an integrative element of the economic, social and environmental dimensions of sustainable development. In 2016, the Ministry of the Environment of the Slovak Republic began the process of transition to a green economy, which is an alternative to change. The philosophy is based on the fact that the growth of income and employment is ensured by such investments that reduce carbon emissions, total air and water pollution and increase the more efficient use of raw materials. In February 2019, it prepared the strategy of the environmental policy of the Slovak Republic until 2030. The contribution follows the priority of the Environmental Strategy 2030 in the level of the circular economy. It concerns waste policy, but in particular alternative forms of production, promotion and resale of products. It presents the basic attributes of the zero waste philosophy, the principles of recycling and upcycling not only in the level of retail policy, but also in the context of consumer behavior. The emphasis is on positive effects and socially responsible behavior. The topicality of the topic is documented by surveys which state that up to half of Slovaks prefer to pay increased attention to the environment.