The Influence of Consumer Attitude – A Factor in Sustainable Marketing in Private Education Organizations

Ionel Dumitru () and Mãdãlin-Lucian Cerceloiu ()
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Ionel Dumitru: The Bucharest University of Economic Studies
Mãdãlin-Lucian Cerceloiu: The Bucharest University of Economic Studies

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, 2018, vol. 1, issue 1, 575-578

Abstract: The paper tries to offer insight regarding consumer attitude, its influence on consumer behaviour and the way in which organizations can take this into account when designing and creating marketing policies and strategies that can fall into what is regarded as sustainable marketing. The article begins with an analysis of the concepts of attitude within the realm of consumer behaviour and draws upon work from previous authors and specialists in the field of marketing and consumer behaviour in order to highlight the important position that they have within marketing, and specifically sustainable marketing. The paper also presents a series of results that were found with the help of a quantitative research that studied the attitudes that consumers have toward private education services. With this information and having taken into account trends that private education organizations encounter, the paper seeks to offer a starting point for marketers that seek to adhere to a sustainable marketing viewpoint can use in their activities. The key findings of this research offer starting points for developing sustainable marketing strategies that can help organisations in a field such as private education, but also other fields. It can be stated that sustainable marketing can represent a solution for private education organisations to use in an ever-evolving market.

Keywords: Consumer attitude; consumer behaviour; sustainable marketing; marketing strategies (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:conase:v:1:y:2018:i:1:p:575-578

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