Sustainable Marketing in the Sharing Economy: Strategies for Promoting Responsible Consumption
Abstract
The study aims to analyze the role of sustainable marketing in supporting the development of the sharing economy. In particular, it focuses on its role in shaping consumer behavior, promoting the idea of responsible consumption, and building trust in sharing platforms. The explanatory research design enabled the identification of sustainable marketing activities of the selected companies. The study used purposive sampling, selecting four sharing economy companies representing different segments related to urban mobility: Lime, BlaBlaCar, Traficar and Bolt. Data was obtained from the official websites of these entities. A qualitative methodological approach was used to comprehensively assess the communication strategies of the sharing platforms within a specifically defined framework. Our results indicate that sustainable marketing is key in promoting sharing platforms as tools to support the transition to a low-carbon economy and more responsible consumption patterns. The study also highlights challenges such as authenticity in communications and building long-term consumer trust. Purposive sampling limits the possibility of generalizing the results. Analysis is based solely on materials published by the companies themselves, which may lead to an incomplete picture of reality, as firms may selectively present information, highlighting positive aspects of their activities. Assessing the impact of communication strategies on consumer behavior poses a methodological challenge due to the lack of direct data from consumers. Findings and recommendations from the study can contribute to a better understanding of how to effectively use sustainable marketing to promote the sharing economy and achieve sustainable development goals.
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[13] Czernek K. and Wójcik D. (2017). Gospodarka współdzielenia z perspektywy przedsiębiorców sektora turystycznego. Handel Wewnętrzny, 3(368): 66-76. Available at: https://bazekon.uek.krakow.pl/gospodarka/171483724
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[15] Danciu, V. (2013). The contribution of sustainable marketing to sustainable development. Management & Marketing. Challenges for the Knowledge Society, 8(2): 385, 387-399. Available at: https://www.proquest.com/scholarly-journals/contribution-sustainable-marketing-development/docview/1420674118/se-2
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[17] Diallo A.M. (2023). Application and Performance of the Basic Concept of Sharing Economy in Business Model. Law and Economy, 2(2): 44–47. Available at: https://www.paradigmpress.org/le/article/view/463
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[19] Duś-Prieto, E. (2024). Wykorzystanie nowoczesnych technologii w marketingu zrównoważonym - analiza bibliometryczna. Zeszyty Naukowe Politechniki Częstochowskiej Zarządzanie, 54(1): 21–34. DOI:10.17512/znpcz.2024.2.02
[20] Dyck, B. and Manchanda, R. V. (2021). Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind. AMS Review 11: 115-132. DOI: 10.1007/s13162-020-00184-7
[21] Faraji, M., Seifdar, M. H. and Amiri, B. (2023). Sharing economy for sustainability: A review. Journal of Cleaner Production, (434), 140065. DOI: 10.1016/j.jclepro.2023.140065
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Published
2025-08-29
How to Cite
ZIOBROWSKA-SZTUCZKA, Justyna; LEWANDOWSKI, Maciej.
Sustainable Marketing in the Sharing Economy: Strategies for Promoting Responsible Consumption.
Journal of Environmental Management and Tourism, [S.l.], v. 16, n. 3, p. 250 - 263, aug. 2025.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/9064>. Date accessed: 07 sep. 2025.
doi: https://doi.org/10.14505/jemt.v16.3(79).06.
Section
Article
Copyright© 2025 The Author(s). Published by ASERS Publishing 2025. This is an open access article distributed under the terms of CC-BY 4.0 license.