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Sustainability Marketing In Romania'S Retail Sector


  • Andreea-Daniela GANGONE

    () (“Constantin Brâncoveanu” University of Pitesti, Romania)

  • Mihaela ASANDEI

    (“Constantin Brâncoveanu” University of Pitesti, Romania)


Sustainable development is the most pressing concern of contemporary organizations, as it requires profound changes in their business strategies and practices. The need to ensure business sustainability triggered a broadening of the concept of marketing, its task being to meet the needs of current and future generations of consumers by creating and offering products and services in a sustainable way. We used content analysis of retailers’ web sites, completed with information from Retailer Scorecard 2016 Report, to assess the extent to which representative retailers implement sustainable marketing practices in Romania. The major contributions of this study are: the creation of a conceptual model for evaluating the results of sustainable marketing in an organization, starting from the dimensions of sustainable development; a ranking of major retailers in Romania based on the performance of their sustainable marketing activities; the identification of key strategic directions of sustainable marketing, which guide marketing activities of major retailers in Romania, allowing the analysis of strategic groups of retailers.

Suggested Citation

  • Andreea-Daniela GANGONE & Mihaela ASANDEI, 2017. "Sustainability Marketing In Romania'S Retail Sector," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(2), pages 33-63.
  • Handle: RePEc:brc:brccej:v:2:y:2017:i:2:p:33-63

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    References listed on IDEAS

    1. Auger, Pat & Devinney, Timothy M. & Louviere, Jordan J. & Burke, Paul F., 2010. "The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study," International Business Review, Elsevier, vol. 19(2), pages 140-159, April.
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    More about this item


    sustainable development; sustainable marketing; retail; content analysis; sustainable strategic groups;

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • 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
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce


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