• Santa Bormane University of Latvia



integrated marketing communication model, integrated marketing communication tools for sustainability, sustainability, sustainable development, sustainable marketing


Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’s economy overall. The aim of the research is to evaluate the prospects of development of Latvian food retail chains through the use of integrated marketing communication tools for sustainable business. The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, the subject being Latvian food retail chains, with leading specialists from all Latvian food retail chains surveyed. The research confirmed the hypothesis of the positive influence of the use of IMC tools for sustainability upon demand at Latvian food retail chains, its contribution to the formation of public opinion on the importance of preservation of the environment, the enhancement of consumer awareness, the promotion of corporate social responsibility for consumer health, ecological products overall, and the role and contribution of a green economy to a sustainable development of the national economy as a whole. The author has defined IMC for sustainability, developed and classified IMC tools for sustainability, and drawn up an IMC model for sustainability. The results of the research are of both theoretical and practical value.


Author Biography

  • Santa Bormane, University of Latvia
    University of Latvia, Candidate for Doctoral Degree in Economics


Boons, F., & Lüdeke-Freund, F. (2013). Business models for sustainable innovation: state-of-the-art and steps towards a research agenda. Journal of Cleaner Production, Volume 45, 9-19.

Bormane, S., & Praude., V. (2013). Essence and importance of sustainable marketing in business. Humanities and Social Sciences Latvia, Latvijas Universitate, Volume 21, 41-51.

Bormane, S., Šķiltere, D., & Batraga, A. (2017). Sustainability: economic, environmental and public issues. Marketing possibilities. Regional Formation and Development studies, 21-35.

Ciemleja, G. (2010). The Sustainable Performance of Small and Medium-Sized Enterprises. Probems and Solutions., Summary of Doctoral Dissertation of Economics and Management, Riga Technical University.

Duralia, O. (2014). Applying sustainable marketing strategies – The key to obtaining competitive advantages On the industrial products market. Studies in Business and Economics no. 9 (3), 21-28;

Danciu, V. (2006). Marketing ecologic (Green Marketing). Economica, 28-32

Finne, A., & Strandvik, T. (2012). Invisible communication: a challenge to established marketing communication. European Business Review, Volume 24, Issue 2, 120-133.

Illia, L., & Balmer, J. M.T. (2012). Corporate communication and corporate marketing: Their nature, histories, differences and similarities. Corporate Communications: An International Journal, Volume 17, Issue 4, 415-433.

Martin, D., & Schouten, J. (2012). Marketing in the Twenty–First Century, USA: Pearson Prentice Hall.

Pickton, D., & Broderick, A. (2005). Integrated Marketing Communications, 2nd Edition, Pearson Education Limited.

Reid, M., (2012). Building Strong Brands Through the Management of Integrated Marketing Communications. International Journal of Marketing, Volume 41, 17-23

Latvija 2030. Retrieved from [accessed on 08.02.2017]