Sustainable Marketing: Integrating Environmental Values into Customer Communication
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Tytuł czasopisma
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Abstrakt
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.
Opis
Cytowanie
Zupok, S., Dyrka, S., Kapała, M. (2025). Sustainable Marketing: Integrating Environmental Values into Customer Communication. European Research Studies Journal, 28(2), 868-884. https://ersj.eu/journal/4015