Articles

Economic Aspects of the Essence of Sustainable Marketing

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Sustainable marketing is a strategic approach that combines the economic objectives of businesses with responsibility towards society and the environment. It promotes long-term value creation through ethical business practices, efficient resource management, and the development of trust between companies and consumers. In the context of the modern economy, sustainable marketing has become an essential factor for competitiveness, innovation, and sustainable development. By integrating ecological and social considerations into marketing strategies, organizations can improve their public image, strengthen customer loyalty, and contribute positively to society and the environment.

Exploring the Role of Gender in Sustainable Consumption: A Moderated Mediation Model of Sustainable Marketing in the UK FMCG Industry

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This study investigates the influence of sustainable marketing activities on brand image, customer involvement, and sustainable purchase intention within the Fast-Moving Consumer Goods (FMCG) sector in England, while examining gender as a moderating variable. Grounded in Signaling Theory and the Theory of Planned Behaviour, the research adopts a positivist philosophical stance and a quantitative, deductive approach. Data were collected through a structured online survey administered to 273 FMCG consumers in England, ensuring balanced representation of male and female respondents. Structural Equation Modelling (SEM) using AMOS, along with regression analysis, was employed to test the proposed moderated-mediation model.

The findings reveal that sustainable marketing activities significantly enhance brand image, which in turn strengthens customer involvement and ultimately increases sustainable purchase intention. Brand image and customer involvement were found to act as sequential mediators in the relationship between sustainable marketing activities and sustainable purchase intention, confirming a partial serial mediation effect. The results also indicate that sustainable marketing has both direct and indirect effects on sustainable purchase intention, highlighting its significant role in shaping consumer behaviour in the FMCG sector.

However, the moderating effect of gender was found to be statistically insignificant. Although minor differences in path strengths were observed between male and female consumers, these differences did not significantly alter the overall relationships in the model. This suggests that sustainable marketing strategies are broadly effective across genders in the English FMCG context.

The study contributes to existing literature by providing empirical evidence on the integrated role of sustainability-driven marketing in shaping consumer behaviour and clarifying the limited moderating role of gender. It offers practical implications for FMCG companies, emphasising the importance of strengthening sustainable brand image and fostering consumer involvement to drive sustainable purchasing behaviour.

Marketing Management of Tourist Destinations in the Context of a Sustainable Model of Their Future Development

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This study examines the marketing management of tourist destinations in the context of a sustainable model of their future development. In the context of increasing competition, a dynamic tourist environment and increased environmental and social challenges, sustainability is being established as a key factor for effective management of tourist resources. The emphasis is placed on the collaboration between tourist destination management algorithms and marketing strategies.

Accessible Tourism in Global Tourist Destinations and Its Relationship with Sustainable Marketing in the Digital Age

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The study explores the concept of accessible tourism in the context of global tourist destinations and analyses its relationship with the principles of sustainable marketing in the digital age. The aim of the study is to outline the main challenges and opportunities related to the integration of accessibility as an integral part of sustainable marketing strategies. The analysis examines good practices from different regions, as well as the role of digital technologies and social media in increasing the visibility, engagement and inclusion of tourists with different needs. The study argues for the need for a global approach that unites the ethical, economic and social aspects of tourism in order to create destinations accessible to all. The conclusions drawn emphasise the importance of digital marketing as a tool not only for promoting, but also for the actual implementation of sustainable and inclusive practices in the tourism sector.