SUSTAINABILITY MARKETING PRACTICES AMONG THE LEADING FOOD RETAILERS IN CROATIA

Abstract

Sustainability issues are receiving increased attention in marketing literature and practice, and becoming a certain requirement in obtaining marketing efficiency. The aim of this paper is to analyze sustainability considerations in marketing theory with the focus on food retailing industry, and to offer a review of current sustainability marketing practice in Croatian food retail industry. Based on the analysis, it can be concluded that all selected retailers recognize the impact of their business on the environment, economy and society, although considerable variations in the extent of reporting and addressing sustainability agendas exists between analyzed retailers. It also can be noticed that some aspects of sustainability are not properly or not enough implemented by some retailers and there is a still wide range of activities for improvement.

Keywords

• Sustainable development
• Sustainability
• Retailing
• Croatian retail chains