The Impact of Sustainability and Conscious Consumption on International Marketing Strategies: How to Adapt to a More Responsible Global Consumer?
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The article explores how growing environmental and social awareness among consumers is shaping international marketing strategies, forcing companies to adapt to a more responsible global consumer profile. The central question guiding this research is: how can companies integrate sustainability and conscious consumption into their international marketing approaches to maintain their competitiveness and reputation? The main thesis argues that marketing needs to evolve from a purely commercial logic to an approach that incorporates ethical, ecological, and social values. This study uses a mixed methodology: a systematic review of recent academic literature and a case study analysis of multinational companies that have adopted sustainable practices. Among the most notable findings is the growing demand for transparency, traceability, and authenticity in products, as well as a preference for brands that align with environmental and social causes. The article points to a significant impact on marketing strategies: there is an increase in investment in green communication, the redesign of sustainable products, and the use of eco-labels as tools for differentiation. In terms of business adaptation, it suggests a comprehensive transformation that includes sustainability in corporate culture, supply chain redesign, and market segmentation based on ethical criteria. The author concludes that only those companies that achieve true consistency between their actions and their messages will be able to consolidate their position in the face of increasingly informed, demanding, and conscious consumers.
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Mónica Alicia Cruz-Naranjo, Instituto Superior Tecnológico EuroAmericano - Ecuador
https://orcid.org/0009-0008-0521-9657
The article explores how growing environmental and social awareness among consumers is shaping international marketing strategies, forcing companies to adapt to a more responsible global consumer profile. The central question guiding this research is: how can companies integrate sustainability and conscious consumption into their international marketing approaches to maintain their competitiveness and reputation? The main thesis argues that marketing needs to evolve from a purely commercial logic to an approach that incorporates ethical, ecological, and social values. This study uses a mixed methodology: a systematic review of recent academic literature and a case study analysis of multinational companies that have adopted sustainable practices. Among the most notable findings is the growing demand for transparency, traceability, and authenticity in products, as well as a preference for brands that align with environmental and social causes. The article points to a significant impact on marketing strategies: there is an increase in investment in green communication, the redesign of sustainable products, and the use of eco-labels as tools for differentiation. In terms of business adaptation, it suggests a comprehensive transformation that includes sustainability in corporate culture, supply chain redesign, and market segmentation based on ethical criteria. The author concludes that only those companies that achieve true consistency between their actions and their messages will be able to consolidate their position in the face of increasingly informed, demanding, and conscious consumers.
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