The implementation of sustainable marketing in the local context

Abstract

The purpose of this study is to take a closer look at the ever-growing topic of sustainable marketing based on the local market. More specifically, this dissertation will focus on the benefits and drawbacks that local organisations face when taking on a sustainable approach. Apart from this, the author will also be examining how aware consumers in Malta are of the subject of sustainability, and whether it affects their buying habits as well as how this lifestyle can be implemented. This study will employ primary and secondary data sources. The author will collect data by focusing on two perspectives: that of the business, and that of the consumer. Primary data will be collected by means of conducting in-depth interviews on two local organisations that implement sustainable marketing, as well as focus groups on three distinct age groups. Secondary data will be collected by means of books, articles and academic journals mainly accessed through the university library and search engines. In Chapter 4 the main results and analysis collected from the in-depth interviews and focus groups will be presented here. The major findings show that local organisations that adopt such practices find many barriers in doing so; such as not enough support being given by the government and also the high expenses associated with implementing this approach. Consumers, on the other hand, mention that not enough awareness and choice is being offered on eco-friendly products in Malta - this in turn leads to individuals disregarding the environmental impacts caused by production and waste.