CONSUMER BEHAVIOR AND SUSTAINABLE MARKETING

DURALIA Oana, Lucian Blaga University of Sibiu

Abstract:
Economic development and technological progress in recent decades have led to a considerable increase in the comfort and convenience of consumers’ use of products and services, but this has also led to major and irreversible environmental changes such as air pollution, climate change, and global warming. As a result, these issues significantly affect the sustainability of economic, environmental, and social development, highlighting once again the need to inform and raise consumer awareness of sustainable purchasing behaviour, in conjunction with the identification and implementation of sustainable marketing strategies at micro and macro level.This paper aims to analyse the influencing factors acting on sustainable consumption behaviour, with a theoretical approach to the concepts coupled with research from secondary data sources on sustainable consumption of products and services in different sectors.

Keywords: Sustainable Consumption, Green Products, Consumer Decision Process, Sustainable Marketing

JEL Classification: M31, Q10

Volume: 75, Issue: 4

Pages: 29 - 37

Publication date: December, 2023

DOI: 10.56043/reveco-2023-0034

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/75403duralia.pdf

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