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Research Article
The Impact of Sustainability Marketing on Young Consumers: A Cross-Regional Study of Eastern and Western Europe
Jemima Rodrigues — Vytautas Magnus University, Faculty of Economics and Management
Professor Lina Pilelienė — Vytautas Magnus University, Faculty of Economics and Management
Abstract
This paper compares how sustainability-focused marketing initiatives influence young consumers in Eastern and Western Europe, highlighting regional differences in enthusiasm, scepticism and the translation of sustainability messages into loyalty and purchasing behaviour.
Keywords
sustainability marketingyoung consumersEastern EuropeWestern Europeconsumer loyalty
Cite this article
Rodrigues, J. & Pilelienė, L. (2024). The Impact of Sustainability Marketing on Young Consumers: A Cross-Regional Study of Eastern and Western Europe. Management of Organizations: Systematic Research, 92(1), 71–84. https://doi.org/10.2478/mosr-2024-0012
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