IDEAS home Printed from https://ideas.repec.org/a/gam/jeners/v14y2021i24p8437-d702302.html
   My bibliography  Save this article

Prospects and Constraints of Sustainable Marketing Mix Development for Poland’s High-Energy Consumer Goods

Author

Listed:
  • Tomasz Witold Trojanowski

    (Department of Management, Jan Kochanowski University in Kielce, Uniwersytecka 15, 25-406 Kielce, Poland)

  • Pawel Tadeusz Kazibudzki

    (Faculty of Economics and Management, Opole University of Technology, St. Luboszycka 7, 45-036 Opole, Poland)

Abstract

The research examined awareness, prospects and constraints of sustainable marketing mix development (SMD) from the perspective of Poland’s high-energy consumer goods (HECG), i.e., confectionery products, as an example of the Polish food industry. A questionnaire survey was designed for this purpose. The purpose of the survey questions was to evaluate selected areas of SMD; thus, a reference value ratio was proposed. An original approach to pairwise comparisons technique was applied to rank the value of each survey to provide an intensity measure for each examined area, i.e., a non-heuristic approach with verifiable accuracy and reliability. It was found that a high level of awareness among respondents exists in relation to SMD. Considering all aspects of constraints intensity for SMD, it could be concluded that SMD for Poland’s HECG is at a quite high level. However, considering all aspects of prospects intensity for SMD, this evaluation supported the conclusion that its level for Poland’s HECG is moderate only. It was also found that prices of sustainable products constitute the highest ranked determinant of SMD. Considering these research findings regarding awareness, limitations and perspectives for the development of a sustainable marketing mix in the enterprises operating in Poland’s HECG sector, it can be concluded that there are many more problems and difficulties in implementing sustainable marketing mix programs than there are prospects for the development of this concept.

Suggested Citation

  • Tomasz Witold Trojanowski & Pawel Tadeusz Kazibudzki, 2021. "Prospects and Constraints of Sustainable Marketing Mix Development for Poland’s High-Energy Consumer Goods," Energies, MDPI, vol. 14(24), pages 1-25, December.
    • Handle: RePEc:gam:jeners:v:14:y:2021:i:24:p:8437-:d:702302
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1996-1073/14/24/8437/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1996-1073/14/24/8437/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ting Fan & Dong Qian Xue, 2018. "Sustainable Development of Cultural Industry in Shaanxi Province of Northwest China: A SWOT and AHP Analysis," Sustainability, MDPI, vol. 10(8), pages 1-16, August.
    2. James S. Dyer, 1990. "Remarks on the Analytic Hierarchy Process," Management Science, INFORMS, vol. 36(3), pages 249-258, March.
    3. Lucía Muñoz-Pascual & Carla Curado & Jesús Galende, 2019. "The Triple Bottom Line on Sustainable Product Innovation Performance in SMEs: A Mixed Methods Approach," Sustainability, MDPI, vol. 11(6), pages 1-22, March.
    4. Jeremy Hall & Marcus Wagner, 2012. "Integrating Sustainability into Firms' Processes: Performance Effects and the Moderating Role of Business Models and Innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 21(3), pages 183-196, March.
    5. Gao Lu Zou & Kwong Wing Chau, 2015. "Determinants and Sustainability of House Prices: The Case of Shanghai, China," Sustainability, MDPI, vol. 7(4), pages 1-25, April.
    6. Éva Orbán-Mihálykó & Csaba Mihálykó & László Koltay, 2019. "A generalization of the Thurstone method for multiple choice and incomplete paired comparisons," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 27(1), pages 133-159, March.
    7. Govindan, Kannan, 2018. "Sustainable consumption and production in the food supply chain: A conceptual framework," International Journal of Production Economics, Elsevier, vol. 195(C), pages 419-431.
    8. Ernest H. Forman & Saul I. Gass, 2001. "The Analytic Hierarchy Process---An Exposition," Operations Research, INFORMS, vol. 49(4), pages 469-486, August.
    9. Muhammad Hashim & Muhammad Nazam & Muhammad Abrar & Zahid Hussain & Muhammad Nazim & Rizwan Shabbir, 2021. "Unlocking the Sustainable Production Indicators: A Novel TESCO based Fuzzy AHP Approach," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1870807-187, January.
    10. Vladimir Todorovic & Marinko Maslaric & Sanja Bojic & Maja Jokic & Dejan Mircetic & Svetlana Nikolicic, 2018. "Solutions for More Sustainable Distribution in the Short Food Supply Chains," Sustainability, MDPI, vol. 10(10), pages 1-27, September.
    11. Tomasz Trojanowski, 2021. "Sustainable Environmental Management in an Energy Company: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 89-101.
    12. Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2020. "Examination of marketing mix performance in relation to sustainable development of the Poland’s confectionery industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-25, October.
    13. Hasan Zabihi & Mohsen Alizadeh & Philip Kibet Langat & Mohammadreza Karami & Himan Shahabi & Anuar Ahmad & Mohamad Nor Said & Saro Lee, 2019. "GIS Multi-Criteria Analysis by Ordered Weighted Averaging (OWA): Toward an Integrated Citrus Management Strategy," Sustainability, MDPI, vol. 11(4), pages 1-17, February.
    14. Klarissa Lueg & Rainer Lueg, 2020. "Detecting Green-Washing or Substantial Organizational Communication: A Model for Testing Two-Way Interaction Between Risk and Sustainability Reporting," Sustainability, MDPI, vol. 12(6), pages 1-9, March.
    15. Krystian Heffner & Brygida Klemens & Brygida Solga, 2019. "Challenges of Regional Development in the Context of Population Ageing. Analysis Based on the Example of Opolskie Voivodeship," Sustainability, MDPI, vol. 11(19), pages 1-23, September.
    16. Marina Segura & Concepción Maroto & Baldomero Segura, 2019. "Quantifying the Sustainability of Products and Suppliers in Food Distribution Companies," Sustainability, MDPI, vol. 11(21), pages 1-18, October.
    17. James S. Dyer, 1990. "A Clarification of "Remarks on the Analytic Hierarchy Process"," Management Science, INFORMS, vol. 36(3), pages 274-275, March.
    18. Alan Pomering & Lester W. Johnson, 2018. "Building Sustainability into Services Marketing: Expanding Decision-Making from a Mix to a Matrix," Sustainability, MDPI, vol. 10(9), pages 1-12, August.
    19. Igor Tomashevskii & Dmitry Tomashevskii, 2021. "A non-heuristic multicriteria decision-making method with verifiable accuracy and reliability," Journal of the Operational Research Society, Taylor & Francis Journals, vol. 72(1), pages 78-92, January.
    20. Tomashevskii, I.L., 2015. "Eigenvector ranking method as a measuring tool: Formulas for errors," European Journal of Operational Research, Elsevier, vol. 240(3), pages 774-780.
    21. Tetyana Pimonenko & Yuriy Bilan & Jakub Horák & Liudmyla Starchenko & Waldemar Gajda, 2020. "Green Brand of Companies and Greenwashing under Sustainable Development Goals," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    22. Jaekwon Chung, 2020. "Effect of Quality Uncertainty, Regulatory Focus, and Promotional Strategies on Perceived Savings for Sustainable Marketing," Sustainability, MDPI, vol. 12(14), pages 1-16, July.
    23. Marta A. Jarzyna & Walter Jetz, 2018. "Taxonomic and functional diversity change is scale dependent," Nature Communications, Nature, vol. 9(1), pages 1-8, December.
    24. Sijing Liu & Jiuping Xu & Xiaoyuan Shi & Guoqi Li & Dinglong Liu, 2018. "Sustainable Distribution Organization Based on the Supply–Demand Coordination in Large Chinese Cities," Sustainability, MDPI, vol. 10(9), pages 1-25, August.
    25. Yumeng Zhang & Jing Li & Zixiang Zhou, 2019. "Exploring Expedient Protected Area for Ecosystem Services: Decision-Making Method with a New Algorithm," Sustainability, MDPI, vol. 11(20), pages 1-16, October.
    26. Ante Glavas & Jenny Mish, 2015. "Resources and Capabilities of Triple Bottom Line Firms: Going Over Old or Breaking New Ground?," Journal of Business Ethics, Springer, vol. 127(3), pages 623-642, March.
    27. Muhammad Nazam & Muhammad Hashim & Sajjad Ahmad Baig & Muhammad Abrar & Hakeem Ur Rehman & Muhammad Nazim & Ali Raza, 2020. "Categorizing the barriers in adopting sustainable supply chain initiatives: A way-forward towards business excellence," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1825042-182, January.
    28. Francesco Galati & Barbara Bigliardi & Alberto Petroni & Claudia Pinna & Monica Rossi & Sergio Terzi, 2019. "Sustainable Product Lifecycle: The Role of ICT," Sustainability, MDPI, vol. 11(24), pages 1-4, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Magdalena Kowalska, 2022. "Conceptualization of Sustainable Marketing Tools among SME Managers in Selected Countries in Poland and Sri Lanka," Sustainability, MDPI, vol. 14(10), pages 1-17, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2020. "Examination of marketing mix performance in relation to sustainable development of the Poland’s confectionery industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-25, October.
    2. Tomasz Trojanowski, 2021. "Sustainable Environmental Management in an Energy Company: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 89-101.
    3. Lucía Muñoz-Pascual & Carla Curado & Jesús Galende, 2021. "Fuzzy Set Qualitative Comparative Analysis on the Adoption of Environmental Practices: Exploring Technological- and Human-Resource-Based Contributions," Mathematics, MDPI, vol. 9(13), pages 1-21, July.
    4. Joaquín Pérez, José L. Jimeno, Ethel Mokotoff, 2001. "Another potential strong shortcoming of AHP," Doctorado en Economía- documentos de trabajo 8/02, Programa de doctorado en Economía. Universidad de Alcalá., revised 01 Jun 2002.
    5. Devesh Kumar & Gunjan Soni & Rohit Joshi & Vipul Jain & Amrik Sohal, 2022. "Modelling supply chain viability during COVID-19 disruption: A case of an Indian automobile manufacturing supply chain," Operations Management Research, Springer, vol. 15(3), pages 1224-1240, December.
    6. Martin, D.M. & Mazzotta, M., 2018. "Non-monetary valuation using Multi-Criteria Decision Analysis: Sensitivity of additive aggregation methods to scaling and compensation assumptions," Ecosystem Services, Elsevier, vol. 29(PA), pages 13-22.
    7. Höfer, Tim & Sunak, Yasin & Siddique, Hafiz & Madlener, Reinhard, 2016. "Wind farm siting using a spatial Analytic Hierarchy Process approach: A case study of the Städteregion Aachen," Applied Energy, Elsevier, vol. 163(C), pages 222-243.
    8. Lucía Muñoz-Pascual & Carla Curado & Jesús Galende, 2021. "How does the use of information technologies affect the adoption of environmental practices in SMEs? A mixed-methods approach," Review of Managerial Science, Springer, vol. 15(1), pages 75-102, January.
    9. Michele Bernasconi & Christine Choirat & Raffaello Seri, 2010. "The Analytic Hierarchy Process and the Theory of Measurement," Management Science, INFORMS, vol. 56(4), pages 699-711, April.
    10. A Ishizaka & D Balkenborg & T Kaplan, 2011. "Influence of aggregation and measurement scale on ranking a compromise alternative in AHP," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(4), pages 700-710, April.
    11. Alessio Ishizaka & Sajid Siraj, 2020. "Interactive consistency correction in the analytic hierarchy process to preserve ranks," Decisions in Economics and Finance, Springer;Associazione per la Matematica, vol. 43(2), pages 443-464, December.
    12. A Ishizaka & D Balkenborg & T Kaplan, 2011. "Does AHP help us make a choice? An experimental evaluation," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(10), pages 1801-1812, October.
    13. Bana e Costa, Carlos A. & Vansnick, Jean-Claude, 2008. "A critical analysis of the eigenvalue method used to derive priorities in AHP," European Journal of Operational Research, Elsevier, vol. 187(3), pages 1422-1428, June.
    14. Bentes, Alexandre Veronese & Carneiro, Jorge & da Silva, Jorge Ferreira & Kimura, Herbert, 2012. "Multidimensional assessment of organizational performance: Integrating BSC and AHP," Journal of Business Research, Elsevier, vol. 65(12), pages 1790-1799.
    15. Benedetto Barabino & Nicola Aldo Cabras & Claudio Conversano & Alessandro Olivo, 2020. "An Integrated Approach to Select Key Quality Indicators in Transit Services," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 149(3), pages 1045-1080, June.
    16. Saul I. Gass, 2005. "Model World: The Great Debate—MAUT Versus AHP," Interfaces, INFORMS, vol. 35(4), pages 308-312, August.
    17. Butler, John C. & Dyer, James S. & Jia, Jianmin & Tomak, Kerem, 2008. "Enabling e-transactions with multi-attribute preference models," European Journal of Operational Research, Elsevier, vol. 186(2), pages 748-765, April.
    18. Magdalena Kowalska, 2020. "SME Managers’ Perceptions of Sustainable Marketing Mix in Different Socioeconomic Conditions—A Comparative Analysis of Sri Lanka and Poland," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    19. R. Sundarraj, 2006. "A model for standardizing human decisions concerning service-contracts management," Annals of Operations Research, Springer, vol. 143(1), pages 171-189, March.
    20. Kevin Kam Fung Yuen, 2014. "The Least Penalty Optimization Prioritization Operators for the Analytic Hierarchy Process: A Revised Case of Medical Decision Problem of Organ Transplantation," Systems Engineering, John Wiley & Sons, vol. 17(4), pages 442-461, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jeners:v:14:y:2021:i:24:p:8437-:d:702302. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.