The Use of Integrated Marketing Communications as a Tool in Sustainable Business

Research background: A successful precondition for business sustainability is reflected not only in activities, cooperation and desire of the institutions to protect the environment and natural resources, but they also must meet economic needs and cultivate economic opportunities, at the same time meeting social needs and cultivating equitable relationships among different social groups. One of the tools of sustainable business is integrated marketing communications. Companies, especially food manufacturing and retail companies, in their activities, by means of integrated marketing communications, must focus on consumer education, ecologic characteristics of products, the impact on the environment and public health, thus contributing to sustainable development of the Latvian economy in general. Purpose of the article: The purpose of the research is to assess development trends of food retail store chains in Latvia and to promote their sustainable development through integrated marketing communications as a sustainable business tool. Methodology/methods: The following scientific research methods have been applied in the research: analytical, comparing, graphical, statistical, surveillance and surveying methods. The research was conducted in the Latvian food retail sector. Food retail store chains in Latvia were chosen as the object of the research and a survey of leading specialists of all food retail store chains in Latvia was organized. Findings: The research confirmed the hypothesis about the positive impact of integrated marketing communications on sustainable development of food retail store chains in Latvia, thereby contributing to the formation of public attitude towards the importance of conserving the environment, raising awareness and level of expertise of consumers, improving corporate social responsibility regarding consumer health, ecological products and green economy in general and its contribution to the development of the national economy in general. Results of the study are both theoretical and practical value.