Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia

The most up-to-date challenge of modern marketing is the need to incorporate sustainability principles into marketing strategies. Promoting the principles of sustainability requires setting environmental objectives at the enterprise level and devising marketing strategies that meet the environmental requirements and customer preferences. The article deals with two basic topics, the issue of environmental marketing against the background of customer preferences and generations of consumers, more precisely as they were profiled in Slovakia. Examining the preferences of customers of different generations aimed to prove that implementing environmental marketing principles is necessary. Although the aim of the research was to correlate selected findings with the preferences of the environmental objectives of different generations, the research that focused on the behavior of different generations of consumers under the sustainability concept revealed some original findings concerning the assessment of ethnocentrism under the sustainability concept.

Environmental marketing: acceptance of price premium in the Brazilian apparel industry

Objetivo: Este estudo buscou identificar as variáveis que podem influenciar consumidores a pagarem um preço premium pela compra de produtos verdes na indústria do vestuário. Assume-se que a adoção de práticas sustentáveis, por parte de organizações, implica em um preço premium a ser aceito pelo consumidor decorrente dos custos associados.Método: Com base em variáveis que consideram o binômio marketing e meio ambiente, foi desenvolvida uma pesquisa quantitativa e descritiva. Um modelo conceitual foi testado a partir de questionário aplicado a 269 respondentes. Dados foram analisados por meio da regressão linear por Mínimos Quadrados Ordinários.Originalidade / Relevância: Discute-se questões como consumo excessivo e responsabilidade do consumidor, inovando ao introduzir a variável avaliação de terceiros, não comumente utilizada.Resultados: Os resultados sugerem que a avaliação de terceiros e o envolvimento do consumidor como parte da solução do problema ambiental são os principais elementos que podem influenciar positivamente os consumidores a aceitarem pagar um preço premium pelo produto.Contribuições teóricas / metodológicas: A importância da avaliação de terceiros não tem sido adotada para explicar o comportamento do consumidor em relação a produtos sustentáveis. Esta pesquisa não apenas inova ao considerar tal variável, mas também explora a importância dessa prática.Contribuições sociais / práticas para a gestão: Para o profissional de marketing este estudo destaca a importância da legitimidade e do envolvimento dos consumidores na solução dos desafios ambientais.

Ethics of Environmental Guilt and Shame

Chapter 7 articulates the ethics of intentionally inducing environmental guilt or shame. It considers two competing views: Martha C. Nussbaum’s argument against shaming individuals because of their dignity and the ease with which shamers can abuse power is echoed in the work of the few environmental ethicists who have considered environmental shaming. Jennifer Jacquet’s support of shaming, especially collectives, in an era of climate change given the urgent need to act, offers a counterpoint. These concerns of dignity, power, and expediency are joined by others, including the injustice of the disproportionate shaming of certain groups, especially women, and the unique challenges of shaming collectives in the most prominent types of environmental shaming, environmental marketing and naming-and-shaming campaigns. The risks of shaming are so great that it cannot be used lightly, even as its benefits and apparent inevitability among humans suggests that it cannot be completely ruled out.

DEVELOPMENT OF ENVIRONMENTAL MARKETING IN THE CONTEXT SUSTAINABLE DEVELOPMENT OF THE REPUBLIC OF BELARUS

The article is devoted to the analysis of the inclusion of the Republic of Belarus in the processes of achieving the goals of sustainable development adopted by the world community. Environmental marketing is seen as a tool to achieve sustainable development goals in the area of responsible consumption. The essence of environmental marketing at the level of organizations and at the state level is determined. Directions for the development of environmental marketing in the Republic of Belarus have been identified in order to reduce the volume of non-decomposable waste and waste that cannot be recycled, including due to improper collection.

Environmental marketing as an optimal system of marketing and certification as a part of commodity policy

The article reveals some aspects of environmental marketing. The issue of choosing the optimal sales system and certification as part of enterprise policy is studied. It is established that products with excellent environmental characteristics, when organizing the system of its distribution often require specific conditions of storage of goods and compliance with certain rules in its sale. It was found that in order to choose the distribution channels of environmentally friendly products was optimal, it is necessary to follow a certain algorithm. Firstly, it is advisable to have a clearly defined purpose of organizing the sales channel. Secondly, to formulate the conditions and restrictions under which a certain distribution system is chosen. Thirdly, determine sales goals and measures to achieve them. The developed algorithm will ensure compliance of the selected system with environmental, economic, and consumer criteria for the operation of the enterprise within the concept of environmental marketing. Within the concept of environmental marketing, the certification procedure is a means of confirming the presence in the products or activities of the enterprise of different environmental characteristics, which are the core of product policy and are declared in communications. The main role of certification in the formation of demand and promotion of pro-environmental products is to disseminate information about certain characteristics of products or activities of the enterprise and confirm the reliability of such information. The effectiveness of certification as a tool of environmental marketing is to provide consumers and other members of the contact audience with certain guarantees to ensure that all stages of production (or product components) meet certain standards or requirements, as well as minimize the likelihood that the company will adversely affect the environment.

ECOLOGICAL MARKETING: PROBLEMS AND DEVELOPMENT PROSPECTS

This article discusses the main issues of the formation and development of such a direction as environmental marketing. The main origins and reasons for the emergence of this approach were identified, and the main advantages of using it in various companies were established. It also presents a number of areas in which the company can carry out activities in the field of sustainable development. A number of companies are presented that are already actively introducing environmental marketing into their activities, and current trends in the development of environmental marketing in modern society are revealed.