Abstract
The research examined awareness, prospects and constraints of sustainable marketing mix development (SMD) from the perspective of Poland’s high-energy consumer goods (HECG), i.e., confectionery products, as an example of the Polish food industry. A questionnaire survey was designed for this purpose. The purpose of the survey questions was to evaluate selected areas of SMD; thus, a reference value ratio was proposed. An original approach to pairwise comparisons technique was applied to rank the value of each survey to provide an intensity measure for each examined area, i.e., a non-heuristic approach with verifiable accuracy and reliability. It was found that a high level of awareness among respondents exists in relation to SMD. Considering all aspects of constraints intensity for SMD, it could be concluded that SMD for Poland’s HECG is at a quite high level. However, considering all aspects of prospects intensity for SMD, this evaluation supported the conclusion that its level for Poland’s HECG is moderate only. It was also found that prices of sustainable products constitute the highest ranked determinant of SMD. Considering these research findings regarding awareness, limitations and perspectives for the development of a sustainable marketing mix in the enterprises operating in Poland’s HECG sector, it can be concluded that there are many more problems and difficulties in implementing sustainable marketing mix programs than there are prospects for the development of this concept.
Highlights
The food industry, including the production of high-energy consumer goods (HECG), has a negative impact on the natural environment
The purpose of the study was guided by the research hypothesis: the development of a sustainable marketing mix for the Polish HECG sector, as a representative of Poland’s food industry, encounters attitudinal, and structural limitations, which in turn have a negative impact on development prospects of this concept in the analyzed organizations
The results indicated that the price of sustainable products constitutes the highest ranked determinant of sustainable marketing mix development
Summary
The food industry, including the production of high-energy consumer goods (HECG), has a negative impact on the natural environment. Production of HECG is accompanied by the emission of harmful gases, waste production, and significant consumption of water, energy, fuel and gases needed for manufacturing. The observed demand for electric energy is a result of the development of the Polish food industry and increased consumerism in the food market in Poland. To meet existing needs, increase the production of energy, which contributes to the pollution of the natural environment. To produce electricity in Poland, mainly coal is used. Fossil fuels, which include hard coal and lignite, will be systematically eliminated in favor of renewable energy sources due to their negative environmental properties. Use of green energy sources will help limit the destructive effects of the conventional power industry on the ecological environment [1]
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