Sustainable Marketing: The Importance of Consumer Competence to Modelling the Rational Consumption

Abstract

Research background: a contemporary consumer is becoming demanding of the goods production and promotion methods. Sustainable marketing is used by many companies that “rely” on the principles of sustainable development in their activities, strive to implement rational production and model rational consumption among their consumers. Other companies mimic the former with greenwashing. As a result, consumers lose confidence in companies, their declared values of sustainability and the principles of sustainable development in general. Therefore, responsible companies need to not only promote new products to market through sustainable marketing but also educate consumers to recognise unfair greenwashing practices by other manufacturers. By increasing the competence of consumers, companies will be able not only to reduce the negative effect of unfair product promotion practices but also help build confidence among consumers by modelling rational consumption. Purpose of the research: to conceptually substantiate modelling the rational consumption based on taking into account the levels of consumer competencies and their impact on the conscious choice of the “green product” by contributing to the creation of a culture of sustainable consumption about society. Methods: theoretical analysis, scientific synthesis, scientific adaptation, discourse analysis, scientific generalisation. Results and novelty: a conceptual justification of a sustainable consumption model has been developed by demonstrating the need and sufficiency of the relationships with consumers with various competencies for their education based on the information content about the sustainability of companies and their products, which helps to strengthen the values of sustainable development and reduce the negative effects of greenwashing.