The Evolution of Marketing: From Consumption to Sustainability

Abstract

Since the middle of the last century, social and ecological problems have increasingly extended into economic activities. A focus on sustainability is becoming important for everyone involved in the production and consumption process. The concept of consumer-oriented marketing requires a serious revision in the direction of changing the philosophy of business and the consumer. We compare the results of research on consumer and business priorities in different markets, their expectations and actions in order to understand the real movement of marketing towards sustainability. The research results show a growing interest in sustainability issues on the part of consumers and companies. For consumers, sustainability is becoming an important criterion for purchase decisions. Under consumer pressure, businesses declare sustainability priorities, yet actual sustainable marketing activity does not match the statements. In addition, the implementation of sustainable initiatives is driven by the concern of businesses to enhance their image and increase profits. However, the growth of sustainable markets requires new marketing approaches. Therefore, we discuss the necessary changes in the marketing mix and its transformation into sustainability marketing.