Abstract
A topical business subject of nowadays is the influence of integrated
marketing communications (IMC) for sustainability upon various consumer
audiences and their buying decisions. From the standpoint of businesses
the use of integrated marketing communications in product promotion
contributes to the consumption of sustainable, ecological products and,
consequently, a healthy lifestyle, yet the factors influencing buyer's
buying decisions still remain topical. In this research the authors
surveyed buyers of Latvian food retail chains to find out the influence
of promotion-related integrated marketing communication tools for
sustainability upon buyers' buying decisions. The research brings
conclusions regarding a customer-oriented approach to the processes of
integrated marketing communication for sustainability, incl. the making
of integrated marketing communication for sustainability to increase
consumer awareness of sustainability.
Purpose of the article: The purpose of the research was to study and
assess the influence of promotion-related integrated marketing
communication tools for sustainability upon buyers' buying decisions.
The object of the research is promotion-related IMC tools for
sustainability. The subject of the research is the influence of product
promotion tools for sustainability upon buyers' buying decisions.
Methodology/methods: The research makes use of the results of the
studies of food retail chains conducted by the authors in 2017 and 2018.
The survey of buyers is based on the results of the survey of leading
marketing specialists of food retail chains in 2017. Drawing on the
conclusions the authors surveyed randomly selected buyers of Latvian
food retail chains with a sample of 1,003 respondents. In order to
attain the goal and objectives, the following quantitative and
qualitative methods of economic research were used: survey, comparison,
grouping, evaluation, market investigation, comparative analysis. The
study is based on scientific papers published by Latvian and foreign
scholars, general and special literature, and periodicals. The survey
data were processed and analysed using the SPSS 23 software.
Findings: The research confirmed the hypothesis that the use of
integrated marketing communications for sustainability in product
promotion enhances consumer awareness of sustainability. The results of
the research are of both theoretical and practical value.
Original language | English |
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Title of host publication | New Challenges of Economic and Business Development – 2019: Incentives for Sustainable Economic Growth |
Subtitle of host publication | Proceedings |
Place of Publication | Riga |
Publisher | University of Latvia |
Pages | 53-63 |
ISBN (Print) | 978-9934-18-428-4 |
Publication status | Published - 2019 |
Externally published | Yes |
Event | 11th international scientific conference "New Challenges of Economic and Business Development – 2019: Incentives for Sustainable Economic Growth" - Riga, Latvia Duration: 16 May 2019 → 18 May 2019 Conference number: 11 https://www.bvef.lu.lv/en/conf/previous-conferences/2019-incentives-for-sustainable-economic-growth/ |
Conference
Conference | 11th international scientific conference "New Challenges of Economic and Business Development – 2019: Incentives for Sustainable Economic Growth" |
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Country/Territory | Latvia |
City | Riga |
Period | 16/05/19 → 18/05/19 |
Other | The 11th international scientific conference "New Challenges of Economic and Business Development – 2019: Incentives for Sustainable Economic Growth" organized by the Faculty of Business, Management and Economics (University of Latvia) will take place in Riga (Latvia) between the 16th and 18th of May, 2019. |
Internet address |
Field of Science*
- 5.2 Economy and Business
Publication Type*
- 3.1. Articles or chapters in proceedings/scientific books indexed in Web of Science and/or Scopus database