СПЕЦИФИКА НА ВЗАИМОВРЪЗКАТА МЕЖДУ УСТОЙЧИВИЯ МАРКЕТИНГ И ПОТРЕБИТЕЛСКОТО ПОВЕДЕНИЕ
SPECIFICITY OF THE RELATIONSHIP BETWEEN SUSTAINABLE MARKETING AND CONSUMER BEHAVIOR

Author(s): Nadezhda Dimova
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: consumer behavior; influence; sustainable marketing; challenge; market; competition
Summary/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.

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