Methodological Aspects of the Research on Sustainability Marketing in SMEs

Abstract

Investigating the concept of sustainability marketing and the scope of its implementation in European countries can involve two types of sources. On the one hand, there are theoretical secondary sources, that is scientific studies concerning the conceptualization of sustainability marketing, the sources and determinants of its development and an analysis of the sustainability marketing process. This type also includes secondary sources in the form of the findings of previous research in the specific area conducted by independent research centres and institutes as well as non-governmental organizations. Such sources make it possible to identify the behaviour and attitudes of business managers with respect to market changes, the concept of sustainable development, and social and environmental marketing, as well as the extent of their responsiveness to these phenomena. On the other hand, there are primary sources in the form of empirical studies, which are particularly important when the issues under investigation are rarely explored, as is the case with the concept of sustainability marketing. These sources play an important role in explaining some of the regularities connected with the development of this concept and provide an appropriate basis for inference. This chapter will present the methodological aspects of the research on sustainability marketing in SMEs.

Citation

Rudawska, E. (2018), "Methodological Aspects of the Research on Sustainability Marketing in SMEs", Rudawska, E. (Ed.) The Sustainable Marketing Concept in European SMEs, Emerald Publishing Limited, Leeds, pp. 165-184. https://doi.org/10.1108/978-1-78754-038-520180008