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This research investigates the sustainable marketing effectiveness of Poland’s fruit and vegetable industry using a seminal approach to analyze the interconnected dynamics among all factors and highlight pivotal elements through a structural model. Methodologically, the research used a sample of 216 companies utilizing a comprehensive survey to gauge various dimensions of sustainable marketing, including the environmental and social aspects of production, pricing, distribution and promotional activities. The findings reveal a nuanced landscape of sustainability practices within the industry. While there is a commendable level of awareness and some positive strides in certain areas such as employee-focused social aspects, other domains lag significantly, particularly consumer-focused social aspects and sustainable promotional activities. The study highlights the need for a more concerted and integrated approach towards sustainability, emphasizing the necessity of balancing economic goals with environmental stewardship and social responsibility. These insights bear significant implications for both research and practice. Practically, the study offers industry stakeholders a detailed understanding of the current state of sustainable practices pinpointing areas of strength and opportunities for improvement. It underlines the originality and value of employing a sophisticated analytical approach in assessing and enhancing the sustainability of marketing practices in the industry.
Kazibudzki et al. (Mon,) studied this question.