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Sustainable Lifestyle Marketing of Individuals: the Base of Sustainability

Author

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  • Mira Rakic

    (Megatrend University)

  • Beba Rakic

    (Megatrend University)

Abstract

This paper highlights the sustainable lifestyle marketing of an individual (SLMOI). The SLMOI is the activity, a set of institutions and processes for creating, communicating and maintaining the sustainable lifestyle of an individual (SLOI). The SLOI is an individual’s sustainability-oriented pattern of living represented by his or her activities, interests and opinions. The SLOI refers to a sustainable pattern of life (daily activities within the family), a sustainable pattern of consumption, a sustainable pattern of work and production (as employees in organizations) and a sustainable pattern of behavior in the society and the environment they live in. The SLOI reflects an individual’s choices with respect to spending time, money and energy in accordance with the sustainable pattern of life. The SLOI stands for sustainable behavioral patterns on the basis of attitudes and values. The purpose of this paper is to investigate the attitudes of the population towards sustainable lifestyles and the SLMOI (performed by different actors) and behaviors on the basis of attitudes.Using a face-to-face questionnaire interview, the study was conducted on a sample of 400 citizens of Serbia. There are three key conclusions. First, the SLMOI leads to the SLOI, and the SLOI further leads to sustainability. Second, the creation and maintenance of the SLOI is a long-term process. Third, a holistic approach is needed as well as the engagement of numerous actors in that process of creating and maintaining the SLOI.

Suggested Citation

  • Mira Rakic & Beba Rakic, 2015. "Sustainable Lifestyle Marketing of Individuals: the Base of Sustainability," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 891-891, August.
    • Handle: RePEc:aes:amfeco:v:40:y:2015:i:17:p:891
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    More about this item

    Keywords

    individuals; life patterns; sustainability; sustainable behaviour; sustainable lifestyle marketing.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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