Sustainable Marketing: Integrating Environmental Values into Customer Communication

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dc.bibliographicCitation.endPage884
dc.bibliographicCitation.issue2
dc.bibliographicCitation.startPage868
dc.bibliographicCitation.volume28
dc.contributor.authorZupok, Sebastian
dc.contributor.authorDyrka, Stefan
dc.contributor.authorKapała, Michał
dc.date.accessioned2025-12-17T10:30:42Z
dc.date.issued2025
dc.description.abstractPurpose: This article investigates how companies can meaningfully incorporate environmental values into their communication with customers to promote eco-friendly behaviors, strengthen brand reputation, and foster lasting consumer relationships. Design/Methodology/Approach: Grounded in recent academic research, the study highlights the significance of CSR initiatives, eco-branding strategies, and digital transformation- particularly through green storytelling, sustainability-focused advertising, and interactive tools such as social media and the metaverse. It explores how trust, authenticity, and the credibility of green messages influence consumer choices across key sectors like fashion, transport, and retail. Findings: The research underscores the importance of internal alignment and employee engagement in delivering consistent and trustworthy sustainability messages and it considers the potential of new technologies-like intelligent reflecting surfaces and AI-driven communication-to personalize environmental messaging. Practical Implication: The article offers a practical framework and guidance for marketers and policymakers committed to sustainable development. Originality/Value: In the face of growing environmental concerns and a more environmentally aware public, sustainable marketing is no longer optional, it has become a strategic imperative.en
dc.identifier.citationZupok, S., Dyrka, S., Kapała, M. (2025). Sustainable Marketing: Integrating Environmental Values into Customer Communication. European Research Studies Journal, 28(2), 868-884. https://ersj.eu/journal/4015
dc.identifier.doi10.35808/ersj/4015
dc.identifier.issn1108-2976
dc.identifier.issn3057-4331
dc.identifier.urihttps://repozytorium.wsb-nlu.edu.pl/handle/11199/10746
dc.language.isoen
dc.relation.ispartofEuropean Research Studies Journal
dc.rightshttp://purl.org/coar/access_right/c_14cb
dc.subjectsustainable marketingen
dc.subjectenvironmental valuesen
dc.subjectgreen communicationen
dc.subjectecoconscious consumersen
dc.subjectCorporate Social Responsibility (CSR)en
dc.titleSustainable Marketing: Integrating Environmental Values into Customer Communication
dc.typeArticle

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