KONSUMENT ZRÓWNOWAŻONY JAKO SEGMENT ODNIESIENIA DLA DZIAŁAŃ MARKETINGOWYCH PRZEDSIĘBIORSTWA
SUSTAINABLE CONSUMER AS A REFERENCE SEGMENT FOR THE COMPANY’S MARKET ACTIVITIES
Author(s): Iwona WilkSubject(s): Economy, Business Economy / Management, Micro-Economics, Sociology, Economic development, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: sustainable consumption; market segmentation; sustainable consumer; marketing;
Summary/Abstract: Implementation of sustainable development idea in the way that is satisfying both for the company and the consumer requires market segmentation taking into consideration the sustainable consumer. Identification and characteristics of this consumer allows adjusting the areas of business activity to their specificity, taking into account the interests of present and future generations. The aim of the paper is to present selected segmentation methods of sustainable consumers based on available literature analysis.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 38
- Page Range: 183-191
- Page Count: 9
- Language: Polish