The Model of Sustainable Marketing as a Responsible Approach to Marketing in the Era of Industry 4.0

Seretny, Marek; Gaur, Deepika

doi:10.1007/978-3-030-32922-8_28

Cited by 6 publications

(8 citation statements)

References 7 publications

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“…It should also be added that today's consumers are the generation of the Web, treating the Web as a place for creating goods and services. Technology is one of the key factors supporting customer value creation [33].These buyers are endowed with a strong need for individualization, freedom, and choice, and they want offers targeting their demands and personalities. Therefore, we can examine customization of services [34].…”

Section: E-consumers In the E-services Marketmentioning

confidence: 99%

Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland

Maciaszczyk

Kwasek²,

Kocot

et al. 2022

Sustainability

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The aim of the article is to analyze the purchasing behavior of young e-consumers of organic products in regard to sustainable consumption. The article highlights the importance of the Internet in the intensification of purchasing processes of modern consumers and presents the results of the study conducted in November 2021 using a survey questionnaire involving a sample of 620 respondents. As a result of statistical analyses, a structural model was estimated using the maximum likelihood method. It allowed us to determine the variables that influence the purchasing behavior of young e-consumers, as well as to illustrate the degree of the influence between endogenous variables. Defining these relationships made it possible to determine the factors that affect the buying behavior of young e-consumers in the market of organic products. The results of the study and the analysis of the model have led us to the conclusion that purchasing behavior is mainly determined by product information derived from various sources involving product and service quality or warranty, thus giving the consumers the right to file a complaint. The balance between these factors creates the grounds for sustainable consumption and putting emphasis on the specified groups of factors by the producers will allow shopping activities to intensify among young e-consumers. The ongoing SARS-CoV-19 pandemic has posed a serious limitation to an effective performance of the following study. In the future, the authors intend to carry out similar research among overseas respondents so that it is possible to verify if the current trends can also be traced in foreign markets.

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Section: E-consumers In the E-services Marketmentioning

confidence: 99%

Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland

Maciaszczyk

Kwasek²,

Kocot

et al. 2022

Sustainability

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“…Since digital transformation currently affects different types of businesses [20][21][22], the value chains must be redetermined [23]. Regardless of the level of transformation, it can play a crucial role in almost every branch of the industry [7]. However, digital developments go beyond updating or changing technology.…”

Section: Literature Review 21 Sustainable Marketingmentioning

confidence: 99%

“…Technology in the modern age is one of the enablers helping to create value for the customer [7]. Data are one of the most essential factors in improving the marketing environment and technologies have created different ways of producing data [8].…”

Section: Introductionmentioning

confidence: 99%

The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry

2021

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The use of advanced computer technologies has dramatically changed marketing. Concepts such as smart, sustainable, and green marketing have emerged in the last 20 years. One of these new technologies is the Internet of Things (IoT), which has led to the development of the activities and performances of industries in various dimensions. For the various objects, such as people, processes, and data, involved in marketing activities, the Internet of Everything (IoE) as an evolved IoT is a possible future scenario. Some sectors pretend to be the first to implement this, and the more they rely on dynamic, unstable customer needs, the better a solution the IoE is for them. Therefore, this paper presents a clear vision of smart, sustainable marketing based on the IoE in one of the fast-moving consumer goods (FMCG) industries, the dairy industry. Key factors are identified to help readers understand this concept better. The expert interview makes it possible to draw a picture of the factors that have helped successfully implement the IoE in the dairy sector.

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“…Pazarlama işletmenin temel işlevlerinden biri olarak kabul edilirken, sürdürülebilir pazarlama, geleneksel pazarlamanın ekonomik bakış açısını, sosyal eşitlik, ekolojik koruma, çevresel ve sosyal boyutta (çevre dostu uygulamalar, etik sorumluluklar, nesiller arası dengeler, uzun vadeli endişeler vb.) yeni kavramlarla birleştiren bir evrilmeyi temsil etmektedir (Seretny & Gaur, 2020).…”

Section: Introductionunclassified

Sürdürülebi̇li̇r Pazarlama Yöneti̇mi̇ni̇n Bi̇bli̇yometri̇k Anali̇z Yöntemi̇ İle İncelenmesi̇

Harmandaroğlu

2024

Stratejik Yönetim Araştırmaları Dergisi

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Sürdürülebilir pazarlama yönetimi, kar odaklı pazarlamayı etik, çevre dostu ve sosyal sorumluluk ilkeleriyle entegre eden bir post-modern yaklaşımı temsil etmektedir. Sürdürülebilir pazarlama yönetimi üzerine yapılan araştırmaların çeşitliliği bu alanda kapsamlı alan yazın araştırmasına ihtiyaç duyulduğunu göstermektedir. Bu çalışma web of science veri tabanında yer alan akademik yayınları inceleyerek sürdürülebilir pazarlama konusunu sağlam bir bakış açısıyla haritalandırmayı ve gelecekteki potansiyel araştırma alanlarını belirlemeyi amaçlamaktadır. Araştırmanın zaman içindeki evrimini tanımlamak için bibliyometrik analiz yöntemi kullanılmaktadır. Ayrıca sürdürülebilir pazarlama yönetimi araştırmalarının ağ ve entelektüel yapısı VOSviewer yazılımı ile görselleştirilerek analiz edilmektedir. Analiz sonuçları, sürdürülebilir pazarlama yönetimi literatüründe kurumsal sosyal sorumluluk, sürdürülebilirlik, sürdürülebilir kalkınma, çevresel performans ve yeşil yenilik gibi temaların baskın olduğunu ortaya koymaktadır. Bu temalar işletmelerin ve tüketicilerin sürdürülebilir uygulamalara olan artan ilgisini ve bu uygulamaların ekonomik, sosyal ve çevresel performans üzerindeki etkilerini yansıtmaktadır. Ortak yazarlık ve atıf analizleri, alanın küresel bir iş birliği ağı içinde geliştiğini ve çok sayıda disiplin arası çalışmayı teşvik ettiğini göstermektedir. Bu çalışma sürdürülebilir pazarlama yönetimindeki en son konulara odaklanan önemli güncel katkıları ele almaktadır ve bu doğrultuda ileri araştırmalar için verimli araştırma yolları öngörmektedir.

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The Model of Sustainable Marketing as a Responsible Approach to Marketing in the Era of Industry 4.0

Cited by 6 publications

References 7 publications

Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland

Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland

The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry

Sürdürülebi̇li̇r Pazarlama Yöneti̇mi̇ni̇n Bi̇bli̇yometri̇k Anali̇z Yöntemi̇ İle İncelenmesi̇

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