Abstract
Recent years have highlighted a significant increase in the relevance of environmental protection and sustainability to consumers, firms, and society as a whole. Taking this new situation into account, most organizations are aware of this change and wish to be seen as taking steps to improve behaviors in this regard. This challenge requires managers to make wise strategic choices and for organizations to be more flexible in adapting to changes in the economy, in the environment and in the “whims” of consumers. The aim of the present study is to examine the potential role of sustainability as a matrix of experiential marketing to understand how a memorable, emotional and responsible connection between consumer and sustainable brand can generate customer loyalty and affect the purchase decision. Taking a case study approach, this study analyzes an ecological campaign called “The Fun Theory”, contributing to strengthening this new theory, according to which “fun” is the best way to change the bad habits of people in responsible and sustainable manner.
Highlights
A firm, a society or an ecosystem can be characterized as sustainable only when it expresses the ability to keep itself in time
The aim of the present study is to examine the potential role of sustainability as a matrix of experiential marketing to understand how a memorable, emotional and responsible connection between consumer and sustainable brand can generate customer loyalty and affect the purchase decision
Taking a case study approach, this study analyzes an ecological campaign called “The Fun Theory”, contributing to strengthening this new theory, according to which “fun” is the best way to change the bad habits of people in responsible and sustainable manner
Summary
A firm, a society or an ecosystem can be characterized as sustainable only when it expresses the ability to keep itself in time To achieve this result, is economic equilibrium necessary, and it is necessary to take into account the social and environmental aspects of activities. A process of transformation of companies’ business models towards more sustainable paradigms (Belz & Peattie, 2012) is inevitable In the past, this process could be defined as a strategic choice, but today, it is a mandatory condition for survival in the market (Keller, 2003). There has been an increase in interest in building and enhancing customer experience among researchers and practitioners
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