The Impact of Sustainability Marketing on Young Consumers: A Cross-Regional Study of Eastern and Western Europe

Rodrigues Jemima and Pilelienė Lina ()
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Rodrigues Jemima: Master of Business Administration, Vytautas Magnus University, Faculty of Economics and Management, Vytautas Magnus University. Address: K. Donelaičio str. 58, LT-44248 Kaunas, Lithuania.
Pilelienė Lina: Professor at Vytautas Magnus University, Faculty of Economics and Management, Vytautas Magnus University. Address: K. Donelaičio str. 52, LT-44248 Kaunas, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2024, vol. 92, issue 1, 71-84

Abstract: The study investigates the impact of sustainability marketing on the loyalty and purchasing behaviour of young customers in Eastern and Western Europe. The present article explores consumer attitudes towards sustainable marketing, cultural influences, and geographical variations using a combination of empirical research and theoretical analysis. Using focus group discussions with participants from both regions, the study reveals important differences in attitudes, purchasing behaviours, and opinions about sustainable marketing. Key findings indicate that although consumers in Eastern and Western Europe acknowledge the value of sustainability, Western Europeans exhibit a greater degree of openness and enthusiasm towards initiatives promoting sustainability. In contrast, Eastern Europeans are more skeptical and take practical factors into account. The study emphasises how crucial it is to comprehend regional and cultural nuances when creating sustainable marketing plans that are designed to appeal to a diverse range of customer demographics.

Keywords: sustainability marketing; consumer behavior; regional differences; loyalty (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:92:y:2024:i:1:p:71-84:n:1005

DOI: 10.2478/mosr-2024-0012

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