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Sensory marketing for promoting more sustainable purchasing behaviour

Year: 2025

Type: article

Abstract: The article analyses sensory marketing to encourage more sustainable purchasing behaviour.The article uses the interview method to evaluate the use of sensory marketing elements to promote sustainability values.Sensory marketing affects sales and sustainability through enhanced consumer awareness of the importance of more socially responsible consumption.It is evident that the most influential of all the sensory marketing elements is sight (image), followed by hearing (sound), then smell (odour), touch (feel), and the least influential is taste (taste).According to respondents, it is acceptable that recycled materials are used to make reusable packaging, which ensures circular use of resources.Recycling gives waste a second life.Sustainable purchasing and consumption are reached by choosing products of higher quality and longer shelf life.Each person should decide whether they need a new product or service.Sensory marketing encourages a choice of higher quality, longer-lasting products.The findings show that socially responsible purchasing behaviour is still not a universal norm.

Source: Journal of Entrepreneurship and Sustainability Issues

DOI: 10.9770/g8668796372

Authors: Margarita Išoraitė, Daiva Aktas

Institution: Vilnius University of Applied Sciences

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $916