Abstract
Environmentally oriented product policy is in general determined by the relationships between its aims – subjects – objects - tools. It is based on the integrated approach to the product life cycle, which anticipates an enormous amount of information. It has to solve the questions of the international trade as well as the rules of the International Trade Organization. New forms of preventive environmental strategies and especially Green Marketing are being introduced helping to solve environmental problems and environmental motivation of producers. Many producers face great attention of the public regarding their approach to the environment. Despite the fact that the customers buy products fairly prudently and their behaviour is markedly affected by prices, a particular part of the population prefers the products that do not burden the environment. This brings about a situation, in which the producers within their mutual competition and in relation to customers are enforced to behave responsibly.