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Survey of society expectations towards sustainable 4P in the new public management perspective

Trojanowski Tomasz, Kazibudzki Paweł Tadeusz

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 157

589--608

Purpose: The purpose of the article is to draw attention to the important problem of taking into account the expectations of buyers of products to the activities of manufacturing companies in the area of marketing mix to a more sustainable, as a way of modern social management. Design/methodology/approach: The article has a theoretical and empirical character. The theoretical part of the study was prepared on the basis of a review of the literature concerning the subject, while the research part of the work is the result of own survey conducted among the inhabitants of the Silesian province. The research was based on the survey method with the use of distributed questionnaires, also commonly known as street surveys. The tool used to obtain data was a survey questionnaire containing a structured set of open and closed questions. Findings: In the course of the research study it was determined that there should be a modification of the marketing mix elements in terms of environmental and social, by means of which production, trade and service enterprises directly affect consumers. Customers' decision to purchase a product is increasingly dependent on the company's active involvement in pro-environmental and pro-social activities. Research limitations/implications: The research results obtained are not representative in the statistical sense, although they are an interesting approach to the problem and undoubtedly have a cognitive character in the area in question. Practical implications: Business activities of enterprises should focus not only on achieving financial goals or expanding market shares, but should also take into account environmental and social objectives. Middle and high-level managers are expected to change the way of managing the organization into a more pro-environmental and pro-social one, which in turn will contribute to changing the perception of the enterprise itself among consumers, as a sustainable organization. Social implications: Considerations contained in the article indicate the need to change the behavior and attitudes of buyers to a more responsible in terms of environmental protection and other market participants. The article draws attention to the need to make conscious purchase choices, which in turn should contribute to improving the condition of the environment and the life’s quality of societies. Originality/value: As a result of the conducted research study, a theoretical-cognitive gap was identified. It was also found that there is a scarcity of qualitative and quantitative research in the area of the undertaken topic. Therefore, there is a need for further examinations, which should be characterized by intensity and depth in both theoretical and empirical layers. The article is addressed to managers of manufacturing companies, as well as service companies who want to conduct business in accordance with the concept of sustainable development.