Etyczne kształtowanie produktów przez przedsiębiorstwa – nowe wyzwanie dla marketingu
Ethical Product Design by Companies - a New Challenge for Marketing

Summary/Abstract: Global ecological and social threats call for accelerated actions aimed at reorienting consumer societies in sustainable societies based on responsible consumption and production. Particular role in this transformation can play the marketing activities of large manufacturing companies, especially the way the design, manufacture and distribution of products. The purpose of the discussion is to assess the prerequisites and barriers to the introduction of elements of sustainable marketing by companies operating on the Polish market. This article is based on a review of literature and the results of market research available. As a result of the analysis it was stated that the ethical shaping of products is forced primarily by the market situation and aims to strengthen the image of the company. Most Polish consumers still choose cheaper products that do not meet the requirements of sustainable marketing. This article is of a reporting nature.

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