| Popis: |
The research aims to update the corporate marketing role in promoting sustainability. The study is based on the assessment of today’s economic, ecological, and social responsibility issues, as well as public issues associated with the development of sustainability. The following scientific research methods have been applied in the research: analytical, comparing, graphical, statistical and surveillance methods. The authors have studied sustainability issues, i.e., economic, environmental and social, in the world and particularly in Latvia, as well as their impact on public welfare. In research, there was chosen and analysed the Latvian food retail industry, which makes a significant contribution to the economy of the trade sector. Companies, which take on social responsibility, should focus in their activities on the education of consumers. Using marketing communications, they can educate their consumers about ecological characteristics of products and their environmental impact on the public health, i.e., composition of products, acquisition, storage, use and disposal possibilities, also putting great emphasis on the Latvian products. Thus, companies can support the domestic market and promote sustainable development of the Latvian economy in general. Keywords: sustainability, sustainable development, sustainable marketing, integrated marketing communications for sustainability. JEL codes: M310. DOI: http://dx.doi.org/10.15181/rfds.v23i3.1582 |
