Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/236993 
Year of Publication: 
2019
Citation: 
[Journal:] Foundations of Management [ISSN:] 2300-5661 [Volume:] 11 [Issue:] 1 [Publisher:] De Gruyter [Place:] Warsaw [Year:] 2019 [Pages:] 197-208
Publisher: 
De Gruyter, Warsaw
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?".
Subjects: 
sustainability
sustainable mindset
management
consumer marketing
customer retention
market research
advertising
sustainable consumption
freeganism
sharing economy
business economics
responsible consumption
JEL: 
M31
A11
Q56
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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