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Sustainable Behavior – The Need of Change in Consumer and Business Attitudes and Behavior


Today’s economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the emergence of the behaviors that should be changed. With its indisputable impact on development, marketing has influence on degradation, but it can also build positive customers, organizations, and behaviors. Understood as a philosophy, a way of thinking and doing business, sustainable marketing, which we are interested in, promotes responsibility, conscious consumption, relationships, and sensible business. It is interesting to understand what the generation of young people thinks about the issue – the generation that will manage enterprises in the next few years and create global consumption. In this article, we present a research project aimed at answering the question “is today’s young generation ready to face the challenge of changing their lifestyle based on unlimited consumption for the one that will take sustainability into account as a basis for consumer behavior?”.

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Market Orientation and Survival of Small and Medium Enterprises in Nigeria

Turkish Health Organizations. Health Marketing Quarterly, 32(4), pp.313-329. [49] Na, Y.K., Kang, S. and Jeong, H.Y., 2019. The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage. Sustainability , MDPI, 11(3), pp.1-19. [50] Narver, J.C. and Slater, S.F., 1990. The effect of market orientation on business profitability. Journal of Marketing , 54(4), pp.20-35. [51] Nwaizugbo, I.C and Anukam, A.I, 2014. Assessment of Entrepreneurial Marketing Practices Among

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Influence of Information Technology on Organization Strategy

-82. [33] Vandermerwe, S., 2014. Gather and Sustain Momentum. Breaking Through. Springer. [34] Vogt, H., 2015. Making Change: Mobile Pay in Africa. [online] Wall Street Journal. Available: [Accessed 03 August 2016]. [35] Wallsten, S., 2015. The Competitive Effects of the Sharing Economy: How is Uber Changing Taxis? New York: Technology Policy Institute. [36] Wu, L. and Chiu, M.-L., 2015. Organizational Applications of IT Innovation and Firm

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