Sustainable Lifestyle Marketing of Individuals: the Base of Sustainability
Author:Mira Rakic and Beba Rakic
JEL:M14, Q56
DOI:
Keywords:individuals, life patterns, sustainability, sustainable behaviour, sustainable
lifestyle marketing.
Abstract:
This paper highlights the sustainable lifestyle marketing of an individual (SLMOI). The
SLMOI is the activity, a set of institutions and processes for creating, communicating and
maintaining the sustainable lifestyle of an individual (SLOI). The SLOI is an individual’s
sustainability-oriented pattern of living represented by his or her activities, interests and
opinions. The SLOI refers to a sustainable pattern of life (daily activities within the family),
a sustainable pattern of consumption, a sustainable pattern of work and production
(as employees in organizations) and a sustainable pattern of behavior in the society and the
environment they live in. The SLOI reflects an individual’s choices with respect to
spending time, money and energy in accordance with the sustainable pattern of life. The
SLOI stands for sustainable behavioral patterns on the basis of attitudes and values. The
purpose of this paper is to investigate the attitudes of the population towards sustainable
lifestyles and the SLMOI (performed by different actors) and behaviors on the basis of
attitudes.Using a face-to-face questionnaire interview, the study was conducted on a sample
of 400 citizens of Serbia. There are three key conclusions. First, the SLMOI leads to the
SLOI, and the SLOI further leads to sustainability. Second, the creation and maintenance of
the SLOI is a long-term process. Third, a holistic approach is needed as well as the
engagement of numerous actors in that process of creating and maintaining the SLOI.