INTERNATIONAL BUSINESS REVIEW JOURNAL

INTERNATIONAL BUSINESS REVIEW JOURNAL.

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SUSTAINABLE LIFESTYLE MARKETING OF INDIVIDUALS:
THE BASE OF SUSTAINABILITY
Published August 2015.

Mira Rakic1 (1), Beba Rakic (2)

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1) , 2) Megatrend University, Graduate School of Business Studies, Belgrade, Serbia

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Abstract

This paper highlights the sustainable lifestyle marketing of an individual (SLMOI). The SLMOI is the activity, a set of institutions and processes for creating, communicating and maintaining the sustainable lifestyle of an individual (SLOI). The SLOI is an individual’s sustainability-oriented pattern of living represented by his or her activities, interests and opinions. The SLOI refers to a sustainable pattern of life (daily activities within the family), a sustainable pattern of consumption, a sustainable pattern of work and production (as employees in organizations) and a sustainable pattern of behavior in the society and the environment they live in. The SLOI reflects an individual’s choices with respect to spending time, money and energy in accordance with the sustainable pattern of life. The SLOI stands for sustainable behavioral patterns on the basis of attitudes and values. The purpose of this paper is to investigate the attitudes of the population towards sustainable lifestyles and the SLMOI (performed by different actors) and behaviors on the basis of attitudes.Using a face-to-face questionnaire interview, the study was conducted on a sample of 400 citizens of Serbia. There are three key conclusions. First, the SLMOI leads to the SLOI, and the SLOI further leads to sustainability. Second, the creation and maintenance of the SLOI is a long-term process. Third, a holistic approach is needed as well as the engagement of numerous actors in that process of creating and maintaining the SLOI.

Keywords: individuals, life patterns, sustainability, sustainable behaviour, sustainable lifestyle marketing.

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