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Sustainable Marketing: Integrating Environmental Values into Customer Communication

Author

Listed:
  • Sebastian Zupok
  • Stefan Dyrka
  • Michala Kapala

Abstract

Purpose: This article investigates how companies can meaningfully incorporate environmental values into their communication with customers to promote eco-friendly behaviors, strengthen brand reputation, and foster lasting consumer relationships. Design/Methodology/Approach: Grounded in recent academic research, the study highlights the significance of CSR initiatives, eco-branding strategies, and digital transformation-particularly through green storytelling, sustainability-focused advertising, and interactive tools such as social media and the metaverse. It explores how trust, authenticity, and the credibility of green messages influence consumer choices across key sectors like fashion, transport, and retail. Findings: The research underscores the importance of internal alignment and employee engagement in delivering consistent and trustworthy sustainability messages and it considers the potential of new technologies-like intelligent reflecting surfaces and AI-driven communication-to personalize environmental messaging. Practical Implication: The article offers a practical framework and guidance for marketers and policymakers committed to sustainable development. Originality/Value: In the face of growing environmental concerns and a more environmentally aware public, sustainable marketing is no longer optional, it has become a strategic imperative.

Suggested Citation

  • Sebastian Zupok & Stefan Dyrka & Michala Kapala, 2025. "Sustainable Marketing: Integrating Environmental Values into Customer Communication," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 868-884.
    • Handle: RePEc:ers:journl:v:xxviii:y:2025:i:2:p:868-884
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    References listed on IDEAS

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    1. Seemab Rana & Fazilathunissa Shafi & Aimen Rasheed & Muhammad Imran Malik, 2024. "Online environmental platforms service and green consumer behavior nexus: a multi-mediator study," Future Business Journal, Springer, vol. 10(1), pages 1-18, December.
    2. Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Collaborative driving mode of sustainable marketing and supply chain management supported by metaverse technology," LSE Research Online Documents on Economics 121160, London School of Economics and Political Science, LSE Library.
    3. Katarzyna Piwowar-Sulej & Ewa Popowicz & Adam Sulich, 2024. "What is the link between internal communication, organizational culture and environmental strategy? The context of company size and employee perception," Central European Management Journal, Emerald Group Publishing Limited, vol. 32(2), pages 301-319, February.
    4. Lyudmila Davidenko & Nurzhanat Sherimova & Saule Kunyazova & Maral Amirova & Ansagan Beisembina, 2024. "Sustainable Economy: The Eco-Branding of an Industrial Region in Kazakhstan," Sustainability, MDPI, vol. 16(1), pages 1-16, January.
    5. Deinera P. D. Nugroho & Yi Hsu & Christian Hartauer & Andreas Hartauer, 2024. "Investigating the Interconnection between Environmental, Social, and Governance (ESG), and Corporate Social Responsibility (CSR) Strategies: An Examination of the Influence on Consumer Behavior," Sustainability, MDPI, vol. 16(2), pages 1-22, January.
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    More about this item

    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • 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
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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