Exploring the Role of Sustainability in Marketing: Consumer Perceptions and Industry Practices in Bosnia and Herzegovina

Sustainability has emerged as a pivotal notion in modern marketing, affecting consumer behavior and company tactics alike. This master's thesis examines the significance of sustainability in marketing in the context of Bosnia and Herzegovina, a non-EU transitional economy. The primary aim of the study is to analyze consumer perceptions of sustainability in marketing and the incorporation of sustainability into corporate marketing strategies. A mixed-methods research strategy was utilized, integrating a quantitative consumer survey with qualitative semi-structured interviews of industry specialists. The quantitative results reveal that although customers in Bosnia and Herzegovina exhibit increasing awareness and favorable attitudes toward sustainability, their purchase decisions are predominantly influenced by price and convenience. The qualitative findings indicate that corporations mostly implement sustainable practices due to reputational concerns and external stakeholder influence, rather than as integral components of long-term goals. The research also delineates substantial obstacles to sustained marketing, such as inadequate institutional backing, elevated implementation expenses, and restricted consumer demand. The findings underscore a continual awareness–behavior gap and indicate that sustainability in marketing within Bosnia and Herzegovina is in a nascent and inconsistent phase of growth, presenting both obstacles and potential for future advancement.