The influence of sustainable development in strategic marketing : How companies use sustainability in their marketing strategy to attract the consumer?

• Main Authors: Perrin, Elisa, Ferrer, Juliette
• Format: Others
• Language: English
• Published: Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet 2021
• Subjects: consumer; green marketing; product; promotion; Sustainability Marketing Strategy (SMS); responsible consumption; Corporate Social Responsibility (CSR); corporate citizen.; Business Administration; Företagsekonomi; Social Sciences; Samhällsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45263

Sustainable development is an emerging concept based on three pillars: economic, ecological and sustainable. Indeed, more and more consumers around the world are concerned about including this concept in their way of consumption. Then, on the one hand, sustainable development is an integral part of companies from a legal point of view. On the other hand, there is a strong consumer demand for eco-friendly consumption. So, we find it interesting to discuss how companies use sustainability in their marketing strategy to attract the consumer?