IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxxivy2024i1p426-433.html
   My bibliography  Save this article

The Implications of Marketing Strategies in Promoting Sustainability in the Beauty Industry

Author

Listed:
  • Nicoleta Cristache

    (“Dunărea de Jos” University of Galati, Romania)

  • Oana Pricopoaia
  • Sabin Murariu

    (“Dunărea de Jos” University of Galati, Romania)

Abstract

Adopting sustainable marketing strategies in the beauty industry can bring significant benefits to brands and consumers, not only can it help protect the environment and promote social responsibility. Through consumer education and innovation, the beauty industry can play an important role in the transition to a more sustainable future. Promoting sustainability in the beauty industry through marketing strategies has significant implications for companies, consumers and the environment. The purpose of this paper is to highlight the influence of sustainable marketing strategies on purchasing behavior and brand image. In order to highlight the perception of influences, a qualitative research of social media messages was carried out with the help of the FSQCA software. Brands that promote sustainability are perceived as ethical and responsible, which can attract a wider and more dedicated audience, in a saturated market, sustainability can be an important differentiator, helping them stand out from the competition.

Suggested Citation

  • Nicoleta Cristache & Oana Pricopoaia & Sabin Murariu, 2024. "The Implications of Marketing Strategies in Promoting Sustainability in the Beauty Industry," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 426-433, August.
  • Handle: RePEc:ovi:oviste:v:xxiv:y:2024:i:1:p:426-433
    as

    Download full text from publisher

    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2024i1/Section%204/8.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    strategic marketing; sustainability; beauty industry; social media; influencers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

    Statistics

    Access and download statistics

    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:ovi:oviste:v:xxiv:y:2024:i:1:p:426-433. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.html .

    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.