<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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 business. 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?”.</p></abstract>

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 business. 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?”.

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

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Today’s economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the...

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

Publié en ligne: 21 oct. 2019

Pages: 197 - 208

DOI: https://doi.org/10.2478/fman-2019-0017

Mots clés
sustainability, sustainable mindset, management, consumer marketing, customer retention, market research, advertising, sustainable consumption, freeganism, sharing economy, business economics, responsible consumption

© 2019 Grażyna Gierszewska et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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

Publié en ligne: 21 oct. 2019

Pages: 197 - 208

DOI: https://doi.org/10.2478/fman-2019-0017

Mots cléssustainability, sustainable mindset, management, consumer marketing, customer retention, market research, advertising, sustainable consumption, freeganism, sharing economy, business economics, responsible consumption

© 2019 Grażyna Gierszewska et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Mots clés
sustainability, sustainable mindset, management, consumer marketing, customer retention, market research, advertising, sustainable consumption, freeganism, sharing economy, business economics, responsible consumption