Promotion as an instrument for developing demand for transportation services taking into account sustainable development

The transport sector is a key sector for sustainable development due to the benefits it brings both to society and to the economy as a whole, which can be achieved while minimizing its negative effects on society, economy and the environment. The main purpose of this article is to analyse the promotional instruments used in the transport service market to shape demand with sustainability in mind. These topics are extremely important because access to information is very fast and it is easy to develop a good and bad opinion in society about the proposed solutions. A growing public not only pays attention to the quality of the services provided, but also to environmental protection measures, charitable activities organized or support for local initiatives. Awareness among the public is growing and everyone pays attention to equal treatment and rewards for commitment to not only economic, but also social or environmental objectives. Competition is growing, and building a good image and lasting relationships with satisfied consumers can change their motivations.