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Sustainable Lifestyle Marketing of Individuals: the Base of Sustainability

Author

Listed:
  • 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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    Cited by:

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    2. Atsushi Watabe & Simon Gilby, 2020. "To See a World in a Grain of Sand—The Transformative Potential of Small Community Actions," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    3. Irene Sánchez-González & Irene Gil-Saura & María Eugenia Ruiz-Molina, 2020. "Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets," Sustainability, MDPI, vol. 12(19), pages 1-17, September.
    4. Ramón Mahía & Rafael de Arce, 2024. "Quantifying the excess carbon footprint and its main determinants of Spanish households," Energy & Environment, , vol. 35(4), pages 1907-1935, June.
    5. Sheng-Hsiung Chang & Ching-Hsien Chou, 2018. "Consumer Intention toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior," Sustainability, MDPI, vol. 10(6), pages 1-14, May.
    6. Stefan Bojnec & Dacinia Crina Petrescu & Ruxandra Malina Petrescu-Mag & Carmen Valentina Radulescu, 2019. "Locally Produced Organic Food: Consumer Preferences," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(50), pages 209-209, February.
    7. repec:aud:audfin:v:21:y:2019:i:50:p:209 is not listed on IDEAS

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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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