Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie


ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.38-17
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 865 PZFiM nr 38
Konsument zrównoważony jako segment odniesienia dla działań marketingowych przedsiębiorstwa
(Sustainable Consumer as a Reference Segment for the Company’s Market Activities)

Authors: Iwona Wilk
Politechnika Łódzka
Keywords: sustainable consumption market segmentation sustainable consumer marketing
Data publikacji całości:2015
Page range:10 (183-192)
Cited-by (Crossref) ?:

Abstract

Implementation of sustainable development idea in the way that is satisfying both for the company and the consumer requires market segmentation taking into consideration the sustainable consumer. Identification and characteristics of this consumer allows adjusting the areas of business activity to their specificity, taking into account the interests of present and future generations. The aim of the paper is to present selected segmentation methods of sustainable consumers based on available literature analysis.
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