ISSUE: 1/2023

  • Volume 27
  • Number 1
  • 2023

Subscribe NEWSLETTER

Studia Europejskie –
Studies in European Affairs

ISSN: 1428-149X
e-ISSN: 2719-3780

Ccbync License

License

Articles published in the journal are under a Creative Commons Attribution – Non Commercial – No Derivatives 4.0 International License

European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia

Abstract

The European Green Deal is the European Union’s latest expression of its ambition to become a world leader in addressing climate change (Kleinberga, 2020). Adaptation to climate change (CCh) is a key priority of the European Union (EU), exemplifi ed by the EU’s efforts to become “the first climate-neutral continent” (European Union, 2019) in the world by 2050. This article aims to analyse opportunities to increase consumer involvement in the context of waste sorting and climate change in Latvia, based on theoretical knowledge about consumer behaviour and empirical data analysis, to develop recommendations for marketing communication and consumer behaviour in the context of climate change content for waste management companies. There is a necessity to understand how to increase consumer involvement in waste-sorting due to the increasing amount of waste both in Latvia and the rest of the world. The following research methods have been used: the monographic method, secondary data analysis, the discourse analysis/coding method, the graphical method, and the qualitative method – a focus group interview. The most significant barriers that discourage consumers from sorting waste are the lack of infrastructure, the lack of information on how to sort waste properly and waste’s environmental impact, as well as the complex system that allows for differences in waste-sorting between municipalities and even neighbourhoods in the same city. Recommendations were developed as a result of the research for waste management companies in terms of communication, NGOs on education, and information for consumers, businesses, and waste management companies.

References

Antonides, G. (2017) “Sustainable Consumer Behaviour: A Collection of Empirical Studies”, Sustainability. Vol. 9(10). DOI: https://doi. org/10.3390/su9101686.

Blumfelde-Rutka, K. (2021) Prospects for the Development of Sustainable Entrepreneurship in Latvia in Auzina, A. (ed.) Proceedings of the
22nd International Scientifi c Conference “Economic Science for Rural Development 2021”. Jeglava: Latvia University of Life Sciences and Technologies, pp. 75–82. DOI: https://doi.org/10.22616/ESRD.2021.55.007.

East, R., Wright, M. and Vanhuele, M. (2008) Consumer Behaviour: Applications in Marketing. Sage, pp. 3–4.

Euromonitor International (2022) Top 10 Global Consumer Trends 2022. Available at: https://www.euromonitor.com/article/what-are-the-10-
global-consumer-trends-in-2022 (Access 1.02.2023).

European Union (2019) Special Eurobarometer 490. Climate Change. Available at: https://ec.europa.eu/commfrontoffi ce/publicopinion/index.cfm/Survey/getSurveyDetail/instruments/SPECIAL/yearFrom/1974/yearTo/2019/surveyKy/2212 (Access 1.02.2023).

European Union (N.D.) European Climate pact. Climate change. Available at: https://europa.eu/climate-pact/about/climate-change_en (Access
1.02.2023).

Eurostat (2023) Recycling rate of municipal waste. Available at: https://ec.europa.eu/eurostat/databrowser/view/sdg_11_60/default/table?lang=en (Access 1.02.2023).

Ferron, M. and Massa, P. (2013) Transtheoretical model for designing technologies supporting an active lifestyle. Conference: Proceedings of
the Biannual Conference of the Italian Chapter of SIGCHI. DOI: 10.1145/2499149.2499158.

Gilli, M., Nicolli, F. and Farinelli, P. (2018) Ecological Economics: Behavioural attitudes towards waste prevention and recycling. Ferrara: University of Ferrara. Available at: https://www-sciencedirectcom.db.rsu.lv/science/article/pii/S0921800917312922 (Access 1.02.2023).

Hawkins, D.I. and Mothersbaugh, L.D. (2009) Consumer Behavior: Building Marketing Strategy. 11th ed. New York: McGraw-Hill Higher
Education. Available at: https://aclasites.fi les.wordpress.com/2017/02/consumer-behavior-building-marketing-strategy-11th-edition.pdf
(Access 1.02.2023).

Khan, M.A. (2006) Consumer Behavior and Advertising Management. New Delhi: New Age International. Available at: https://search-ebscohostcom.db.rsu.lv/login.aspx?direct=true&db=e000xww&AN=269105&site=ehost-live&scope=site (Access 1.02.2023).

Kleinberga, V. (2020) “On its path to become ‘North European’: political climate change narrative in Latvia”, Australian and New Zealand
Journal of European Studies. Vol. 12(3). DOI: https://doi.org/10.30722/anzjes.vol12.iss3.15363.

Kotler, P. and Keller, K.L. (2012) Marketing Management. 14th Ed. Hoboken. New Jersey: Prentice Hall.

Kumra, R. (2006) Consumer Behaviour, Global Media, Mumbai [ProQuest Ebook Central]. Available at: https://ebookcentral-proquest-com.
db.rsu.lv/lib/rsub-ebooks/reader.action?docID=3011355 (Access 1.02.2023).

Prochaska, J.O., DiClemente, C.C. and Norcross, J.C. (1992) “In search of how people change. Applications to addictive behaviors”,
American Psychologist. Vol. 47(9), pp. 1102–1114. DOI: https://doi.org/10.1037/0003-066X.47.9.1102.

Stankevich, A. (2017) “Explaining the Consumer Decision-Making Process: Critical Literature Review”, Journal of International Business
Research and Marketing. Vol. 2(6), pp. 7–14. DOI: https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001.

Language: English

Pages: 163-176

How to Cite:

Harvard

Blumfelde-Rutka, K. (2023) "European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia". Studia Europejskie – Studies in European Affairs, 1-2023, pp. 163-176. DOI: 10.33067/SE.1.2023.8

APA
Chicago