Sustainable development and market research

Abstract

The issue of sustainable development is the subject of market research conducted by many institutions. Companies manufacturing products and providing services, institutions dealing with environmental or consumer protection, scientists and students, carry out many research projects related, for example, to sustainable, responsible consumption and production patterns, ensuring healthy lives and promoting well-being of all age groups, and much, much more. The main goal of the chapter is to present how to use secondary data for analysis and how to prepare, conduct, analyse and interpret the results of primary research in the area of sustainable development (SD). There are many challenges facing researches. For that reason, it is necessary to discuss some of its ethical issues. The structure of the chapter covers 3 topics: 1) research in SD based on secondary resources; 2) research in SD based on primary resources; 3) SD in market research—ethical aspects.