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The Influence Of Sustainable Development Principles On Shaping The Companies' Marketing Policy

Author

Listed:
  • Lavinia Dovleac

    (Transilvania University of Brasov, Romania)

  • Gheorghe Epuran

    (Transilvania University of Brasov, Romania)

  • Angela Eliza Micu

    (Ovidius University of Constanta, Romania)

Abstract

Today, consumers do not just buy brands, but also buy company philosophies and policies. Worldwide studies have shown that customers tend to favour companies that are perceived to be socially and environmentally responsible. For that, companies need to face the challenge of evaluating their product and service portfolios, as well as the way these products and services are created, produced and marketed. The question is how to integrate marketing strategy and sustainable development principles for the company success. This paper aims to discover how hard young consumers are influenced in their buying decision by the companies’ preoccupations for sustainable development.

Suggested Citation

  • Lavinia Dovleac & Gheorghe Epuran & Angela Eliza Micu, 2015. "The Influence Of Sustainable Development Principles On Shaping The Companies' Marketing Policy," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 560-565.
    • Handle: RePEc:ddj:fserec:y:2015:p:560-565
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    References listed on IDEAS

    as
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    2. Desmond, John & Crane, Andrew, 2004. "Morality and the consequences of marketing action," Journal of Business Research, Elsevier, vol. 57(11), pages 1222-1230, November.
    3. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
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