Kształtowanie zachowań konsumenckich poprzez zrównoważoną komunikację marketingową
Shaping Consumer Behaviours through Sustainable Marketing Communication

Summary/Abstract: The article is of the conceptual nature. Its main goal is to present the opportunities and determinants of shaping consumer behaviours in the area of impact of sustainable promotion mix. These behaviours are arranged and classified in the form of ten different groups. Referring the problems of sustainable promotion mix to the European space, the author indicated the major cultural differences taking place between the societies forming them, which may disturb implementation of promotional campaigns in the international scale. The European countries display a significant cultural diversity what is manifested by the arrangement of them to the four different global clusters (Latin Europe, Eastern Europe, Nordic Europe, and Germanic Europe). The presented in the article solutions are aimed at shaping proecological and prosocial attitudes of consumers as well as at motivating them to buy the products and services contributing to sustainable development. They should also help designers and performers of sustainable promotional campaigns in a proper choice of means and forms of message as well as contents of marketing messages which will be directed to consumers of the European Union.

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