The Impact of Sustainability Marketing on Young Consumers: A Cross-Regional Study of Eastern and Western Europe

Abstract The study investigates the impact of sustainability marketing on the loyalty and purchasing behaviour of young customers in Eastern and Western Europe. The present article explores consumer attitudes towards sustainable marketing, cultural influences, and geographical variations using a combination of empirical research and theoretical analysis. Using focus group discussions with participants from both regions, the study reveals important differences in attitudes, purchasing behaviours, and opinions about sustainable marketing. Key findings indicate that although consumers in Eastern and Western Europe acknowledge the value of sustainability, Western Europeans exhibit a greater degree of openness and enthusiasm towards initiatives promoting sustainability. In contrast, Eastern Europeans are more skeptical and take practical factors into account. The study emphasises how crucial it is to comprehend regional and cultural nuances when creating sustainable marketing plans that are designed to appeal to a diverse range of customer demographics.