IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i9p3877-d1389109.html
   My bibliography  Save this article

Quantitative Evaluation of Sustainable Marketing Effectiveness: A Polish Case Study

Author

Listed:
  • Pawel Tadeusz Kazibudzki

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

  • Tomasz Witold Trojanowski

    (Faculty of Social Sciences, Academy in Piotrków Trybunalski, J. Słowackiego 114/118, 97-300 Piotrków Trybunalski, Poland)

Abstract

This research investigates the sustainable marketing effectiveness of Poland’s fruit and vegetable industry using a seminal approach to analyze the interconnected dynamics among all factors and highlight pivotal elements through a structural model. Methodologically, the research used a sample of 216 companies utilizing a comprehensive survey to gauge various dimensions of sustainable marketing, including the environmental and social aspects of production, pricing, distribution and promotional activities. The findings reveal a nuanced landscape of sustainability practices within the industry. While there is a commendable level of awareness and some positive strides in certain areas such as employee-focused social aspects, other domains lag significantly, particularly consumer-focused social aspects and sustainable promotional activities. The study highlights the need for a more concerted and integrated approach towards sustainability, emphasizing the necessity of balancing economic goals with environmental stewardship and social responsibility. These insights bear significant implications for both research and practice. Practically, the study offers industry stakeholders a detailed understanding of the current state of sustainable practices pinpointing areas of strength and opportunities for improvement. It underlines the originality and value of employing a sophisticated analytical approach in assessing and enhancing the sustainability of marketing practices in the industry.

Suggested Citation

  • Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2024. "Quantitative Evaluation of Sustainable Marketing Effectiveness: A Polish Case Study," Sustainability, MDPI, vol. 16(9), pages 1-22, May.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:9:p:3877-:d:1389109
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/9/3877/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/16/9/3877/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Howarth, Richard B & Norgaard, Richard B, 1992. "Environmental Valuation under Sustainable Development," American Economic Review, American Economic Association, vol. 82(2), pages 473-477, May.
    3. Sheng-Li Si & Xiao-Yue You & Hu-Chen Liu & Ping Zhang, 2018. "DEMATEL Technique: A Systematic Review of the State-of-the-Art Literature on Methodologies and Applications," Mathematical Problems in Engineering, Hindawi, vol. 2018, pages 1-33, January.
    4. Rodrigo Lozano, 2018. "Sustainable business models: Providing a more holistic perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1159-1166, December.
    5. 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.
    6. Chi-Jui Tsai & Wen-Jye Shyr, 2022. "Using the DEMATEL Method to Explore Influencing Factors for Video Communication and Visual Perceptions in Social Media," Sustainability, MDPI, vol. 14(22), pages 1-18, November.
    7. da Cruz, Nuno F. & Ferreira, Sandra & Cabral, Marta & Simões, Pedro & Marques, Rui Cunha, 2014. "Packaging waste recycling in Europe: is the industry paying for it?," LSE Research Online Documents on Economics 59755, London School of Economics and Political Science, LSE Library.
    Full references (including those not matched with items on IDEAS)

    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. 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.
    2. 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.
    3. Laima Gerlitz & Christopher Meyer & Lawrence Henesey, 2024. "Sourcing Sustainability Transition in Small and Medium-Sized Ports of the Baltic Sea Region: A Case of Sustainable Futuring with Living Labs," Sustainability, MDPI, vol. 16(11), pages 1-38, May.
    4. Agata Malak-Rawlikowska & Edward Majewski & Adam Wąs & Svein Ole Borgen & Peter Csillag & Michele Donati & Richard Freeman & Viet Hoàng & Jean-Loup Lecoeur & Maria Cecilia Mancini & An Nguyen & Monia , 2019. "Measuring the Economic, Environmental, and Social Sustainability of Short Food Supply Chains," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    5. Priom Mahmud & Sanjoy Kumar Paul & Abdullahil Azeem & Priyabrata Chowdhury, 2021. "Evaluating Supply Chain Collaboration Barriers in Small- and Medium-Sized Enterprises," Sustainability, MDPI, vol. 13(13), pages 1-28, July.
    6. Goddard, Jessica J. & Kallis, Giorgos & Norgaard, Richard B., 2019. "Keeping multiple antennae up: Coevolutionary foundations for methodological pluralism," Ecological Economics, Elsevier, vol. 165(C), pages 1-1.
    7. Lin, Sheng-Hau & Zhao, Xiaofeng & Wu, Jiuxing & Liang, Fachao & Li, Jia-Hsuan & Lai, Ren-Ji & Hsieh, Jing-Chzi & Tzeng, Gwo-Hshiung, 2021. "An evaluation framework for developing green infrastructure by using a new hybrid multiple attribute decision-making model for promoting environmental sustainability," Socio-Economic Planning Sciences, Elsevier, vol. 75(C).
    8. Gradus, Raymond H.J.M. & Nillesen, Paul H.L. & Dijkgraaf, Elbert & van Koppen, Rick J., 2017. "A Cost-effectiveness Analysis for Incineration or Recycling of Dutch Household Plastic Waste," Ecological Economics, Elsevier, vol. 135(C), pages 22-28.
    9. Changping Zhao & Juanjuan Sun & Yun Zhang, 2022. "A Study of the Drivers of Decarbonization in the Plastics Supply Chain in the Post-COVID-19 Era," Sustainability, MDPI, vol. 14(23), pages 1-20, November.
    10. Toman, Michael & Pezzey, John C., 2002. "The Economics of Sustainability: A Review of Journal Articles," RFF Working Paper Series dp-02-03, Resources for the Future.
    11. Maurizio Massaro & Francesca Dal Mas & Charbel Jose Chiappetta Jabbour & Carlo Bagnoli, 2020. "Crypto‐economy and new sustainable business models: Reflections and projections using a case study analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2150-2160, September.
    12. Al-Shaer, Habiba & Uyar, Ali & Kuzey, Cemil & Karaman, Abdullah S., 2023. "Do shareholders punish or reward excessive CSR engagement? Moderating effect of cash flow and firm growth," International Review of Financial Analysis, Elsevier, vol. 88(C).
    13. Hossein Yousefi & Saheb Ghanbari Motlagh & Mohammad Montazeri, 2022. "Multi-Criteria Decision-Making System for Wind Farm Site-Selection Using Geographic Information System (GIS): Case Study of Semnan Province, Iran," Sustainability, MDPI, vol. 14(13), pages 1-27, June.
    14. Alice Medioli & Pier Luigi Marchini & Tatiana Mazza, 2024. "The impact of corruption and public governance quality on family firm business strategy," Business Strategy and the Environment, Wiley Blackwell, vol. 33(1), pages 55-69, January.
    15. Lu Xu & Li Xie & Shengjun Mei & Jianli Hao & Yuqian Zhang & Yu Song, 2024. "Corporate Sustainability Reporting and Stakeholders’ Interests: Evidence from China," Sustainability, MDPI, vol. 16(8), pages 1-19, April.
    16. Cao, Jian & Lu, Bo & Chen, Yangyang & Zhang, Xuemei & Zhai, Guangshu & Zhou, Gengui & Jiang, Boxin & Schnoor, Jerald L., 2016. "Extended producer responsibility system in China improves e-waste recycling: Government policies, enterprise, and public awareness," Renewable and Sustainable Energy Reviews, Elsevier, vol. 62(C), pages 882-894.
    17. Bazin, Damien, 2009. "What exactly is corporate responsibility towards nature?: Ecological responsibility or management of nature?: A pluri-disciplinary standpoint," Ecological Economics, Elsevier, vol. 68(3), pages 634-642, January.
    18. Mahmood Safaei & Elankovan A. Sundararajan & Shahla Asadi & Mehrbakhsh Nilashi & Mohd Juzaiddin Ab Aziz & M. S. Saravanan & Maha Abdelhaq & Raed Alsaqour, 2022. "A Hybrid MCDM Approach Based on Fuzzy-Logic and DEMATEL to Evaluate Adult Obesity," IJERPH, MDPI, vol. 19(23), pages 1-21, November.
    19. Gonzalo Wandosell & María C. Parra-Meroño & Alfredo Alcayde & Raúl Baños, 2021. "Green Packaging from Consumer and Business Perspectives," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    20. Laurence Kotlikoff & Felix Kubler & Andrey Polbin & Simon Scheidegger, 2021. "Pareto-improving carbon-risk taxation [The environment and directed technical change]," Economic Policy, CEPR, CESifo, Sciences Po;CES;MSH, vol. 36(107), pages 551-589.

    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:jsusta:v:16:y:2024:i:9:p:3877-:d:1389109. 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.