Sensory marketing for promoting more sustainable purchasing behaviour
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...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Entrepreneurship and Sustainability Center
2025-03-01
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| Series: | Entrepreneurship and Sustainability Issues |
| Online Access: | https://jssidoi.org/jesi/article/1275 |
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| _version_ | 1850251454156111872 |
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| author | Margarita Išoraitė Daiva Aktas |
| author_facet | Margarita Išoraitė Daiva Aktas |
| author_sort | Margarita Išoraitė |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-cd9b5a04f061458d9c8de05508a17b3b |
| institution | OA Journals |
| issn | 2345-0282 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Entrepreneurship and Sustainability Center |
| record_format | Article |
| series | Entrepreneurship and Sustainability Issues |
| spelling | doaj-art-cd9b5a04f061458d9c8de05508a17b3b2025-08-20T01:57:54ZengEntrepreneurship and Sustainability CenterEntrepreneurship and Sustainability Issues2345-02822025-03-01123344310.9770/g8668796372Sensory marketing for promoting more sustainable purchasing behaviourMargarita Išoraitėhttps://orcid.org/0000-0001-9108-0525Daiva Aktashttps://orcid.org/0009-0007-0489-7328The 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.https://jssidoi.org/jesi/article/1275 |
| spellingShingle | Margarita Išoraitė Daiva Aktas Sensory marketing for promoting more sustainable purchasing behaviour Entrepreneurship and Sustainability Issues |
| title | Sensory marketing for promoting more sustainable purchasing behaviour |
| title_full | Sensory marketing for promoting more sustainable purchasing behaviour |
| title_fullStr | Sensory marketing for promoting more sustainable purchasing behaviour |
| title_full_unstemmed | Sensory marketing for promoting more sustainable purchasing behaviour |
| title_short | Sensory marketing for promoting more sustainable purchasing behaviour |
| title_sort | sensory marketing for promoting more sustainable purchasing behaviour |
| url | https://jssidoi.org/jesi/article/1275 |
| work_keys_str_mv | AT margaritaisoraite sensorymarketingforpromotingmoresustainablepurchasingbehaviour AT daivaaktas sensorymarketingforpromotingmoresustainablepurchasingbehaviour |