Managerial Knowledge of the Concept of Sustainability Marketing

Abstract

This chapter investigates the awareness and level of implementation of the sustainability marketing concept in small and medium-sized enterprises (SMEs) in selected Western European and Central-Eastern European countries. This study will focus primarily on comparing the Western and Central-Eastern European countries combined in respective country groups. The data underlying this evaluation were gathered as part of an international research project by surveying SME managers in six European countries. The chapter will assess whether the main hypothesis of the research project – that there is a significant positive correlation between awareness and level of implementation of the sustainability marketing concept and a country’s level of socio-economic development – is accurate. The main hypothesis will be verified based on individual sub-hypotheses. The findings from this verification process will clearly reveal that the main hypothesis is applicable. The following chapter is organized as follows. First, managers’ attitudes towards sustainability marketing are described. Second, managers’ knowledge on the concept of sustainability marketing is presented. The final part focuses on the implementation of sustainability marketing concept and the significance of sustainability marketing for corporate strategy over time.

Citation

Leusmann, U. (2018), "Managerial Knowledge of the Concept of Sustainability Marketing", Rudawska, E. (Ed.) The Sustainable Marketing Concept in European SMEs, Emerald Publishing Limited, Leeds, pp. 217-240. https://doi.org/10.1108/978-1-78754-038-520180010