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

Gierszewska Grażyna () and Seretny Marek ()
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Gierszewska Grażyna: Warsaw University of Technology, Faculty of Management, Poland
Seretny Marek: American University in the Emirates, College of Busines Administration, Dubai, United Arab Emirates

Foundations of Management, 2019, vol. 11, issue 1, 197-208

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?”.

Keywords: sustainability; sustainable mindset; management; consumer marketing; customer retention; market research; advertising; sustainable consumption; freeganism; sharing economy; business economics; responsible consumption (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:founma:v:11:y:2019:i:1:p:197-208:n:17

DOI: 10.2478/fman-2019-0017

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