The Implications of Marketing Strategies in Promoting Sustainability in the Beauty Industry

Nicoleta Cristache (), Oana Pricopoaia () and Sabin Murariu ()
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Nicoleta Cristache: “Dunărea de Jos” University of Galati, Romania
Sabin Murariu: “Dunărea de Jos” University of Galati, Romania

Ovidius University Annals, Economic Sciences Series, 2024, vol. XXIV, issue 1, 426-433

Abstract: Adopting sustainable marketing strategies in the beauty industry can bring significant benefits to brands and consumers, not only can it help protect the environment and promote social responsibility. Through consumer education and innovation, the beauty industry can play an important role in the transition to a more sustainable future. Promoting sustainability in the beauty industry through marketing strategies has significant implications for companies, consumers and the environment. The purpose of this paper is to highlight the influence of sustainable marketing strategies on purchasing behavior and brand image. In order to highlight the perception of influences, a qualitative research of social media messages was carried out with the help of the FSQCA software. Brands that promote sustainability are perceived as ethical and responsible, which can attract a wider and more dedicated audience, in a saturated market, sustainability can be an important differentiator, helping them stand out from the competition.

Keywords: strategic marketing; sustainability; beauty industry; social media; influencers (search for similar items in EconPapers)
JEL-codes: M21 M31 M37 (search for similar items in EconPapers)
Date: 2024
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