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Specificity Of The Relationship Between Sustainable Marketing And Consumer Behavior

Author

Listed:
  • Nadezhda Dimova

    (New Bulgarian University, Sofia, Bulgaria)

Abstract

Marketing becomes more challenging as it balances the online and offline positioning of individual companies and their brands. Both consumers and their influence on sustainable marketing play a key role in this battle. Conservation of the environment and the health of consumers is paramount worldwide and consumers clearly understand this. On the agenda is sustainable marketing, which should take into account both changes in consumer behavior and how it influences this type of marketing.

Suggested Citation

  • Nadezhda Dimova, 2020. "Specificity Of The Relationship Between Sustainable Marketing And Consumer Behavior," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 637-644.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:637-644
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    File URL: https://ue-varna.bg/~uevarna/uploads/filemanager/303/publishing-complex/2020/Economic_science_education_real_economy_T2_2020.pdf
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    More about this item

    Keywords

    consumer behavior; influence; sustainable marketing; challenge; market; competition;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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