Sustainable Behavior - The Need of Change in Consumer and Business Attitudes and Behavior

• Autorzy: Grażyna Gierszewska , Marek Seretny
• Języki publikacji: EN

Abstrakty

EN

Today's economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the emergence of the behaviors that should be changed. With its indisputable impact on development, marketing has influence on degradation, but it can also build positive customers, organizations, and behaviors. Understood as a philosophy, a way of thinking and doing business, sustainable marketing, which we are interested in, promotes responsibility, conscious consumption, relationships, and sensible busi-ness. It is interesting to understand what the generation of young people thinks about the issue - the generation that will manage enterprises in the next few years and create global consumption. In this article, we present a research project aimed at answering the question "is today's young generation ready to face the challenge of changing their lifestyle based on unlimited consumption for the one that will take sustainability into account as a basis for consumer behavior?". (original abstract)

Słowa kluczowe

EN

Sustainable development; Sustainable consumption; Market research; Advertising; Consumer; Marketing; Sharing economy; Consumer behaviour

PL

Rozwój zrównoważony; Konsumpcja zrównoważona; Badanie rynku; Reklama; Konsument; Marketing; Ekonomia współdzielenia; Zachowania konsumenta

• Czasopismo: Foundations of Management
• Rocznik: 2019
• Tom: 11
• Numer: nr 1
• Strony: 197--208

Twórcy

autor

Grażyna Gierszewska

• Warsaw University of Technology, Poland

autor

Marek Seretny

• American University in the Emirates, United Arab Emirates

Bibliografia

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Identyfikatory

DOI

10.2478/fman-2019-0017