Rozwój odpowiedzialnych wzorców konsumpcji jako stymulanta innowacji w marketingu dóbr i usług
The rise of socially responsible consumer behavior as a stimuli for innovations in marketing of goods and services

Summary/Abstract: The ongoing changes in attitudes and behaviors of consumers towards socially responsible consumption determine the activities of enterprises in the field of marketing of goods and services and encourage them to introduce innovations in this area. The modern consumer is not only the recipient of mar- keting activities, but also their co-creator. In the first of roles idicated, he is characterized by a critical approach to the received content and not being influenced by it, which forces companies to redefine their marketing strategies and focus on consumers who are aware and skeptical of traditional market- ing tools and messages. Prosumers, in turn, as an entity actively participating in creating solutions, become a key component of the innovative potential of enterprises, also in relation to marketing prac- tices. It is believed that the dissemination of socially responsible consumption and the strengthening of the consumer’s position on the market will result in the search and implementation of innovative approaches and solutions in the field of marketing of goods and services, including collaborative mar- keting, value co-creating with the client, platformization or use of Prosumer-oriented Relationship Management. The results of the “Consumer Social Responsibility Barometer” survey show that Poles do believe that consumers should not be indiscriminate in perception of advertising and treat promo- tional activities of enterprises with a distance. As for enterprises, they expect active cooperation with customers so that the business takes into account their needs and comments. The author’s own re- search shows that enterprises focused on the consumer market are largely involved in consumer edu- cation in the field of ecological consumption as a form of marketing communication and undertake cooperation with consumers in the field of solutions enabling ecological consumption, thus confirm- ing the thesis related to transformations in the area of marketing in connection with the development of consumer social responsibility.

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