In order to address the social and ecological crises facing the planet in modern conditions, sustainable marketing specialists and scientists need to change their profit-oriented attitude and focus on implementing sustainability-oriented marketing approaches. The debate on sustainability gives rise to different interpretations and discourses, and these views tend to differ in their emphasis on the environmental, social and economic aspects of society and in how society can achieve sustainable development. We have extended the analysis to the context of sustainability in marketing, whereby sustainable marketing can be seen as a process of product development, pricing, distribution planning, promotion implementation and control, in such a way that three main criteria are met: Customer needs; Ability to achieve organizational goals and compatibility of marketing processes with ecosystems. The paper also presents the results of a marketing study on the relationship between different educational categories of consumers and awareness of sustainable marketing. The study revealed consumer skepticism towards sustainable products, to overcome this skepticism, companies should conduct an authentic sustainable marketing campaign, which means not just talking about sustainability, but also implementing it – in the form of tangible, measurable results, through honest communication and consistent sustainable marketing practices. Sustainable marketing initiatives should be developed in accordance with the target audience, with messages that are relevant to the values of the community and the cultural context. Keywords: Sustainable marketing, sustainability, green marketing, circular economy, ecological marketing, innovation.
Maia Akhvlediani Maia Akhvlediani (Fri,) studied this question.