Podrobný výpis o publikaci

In today’s world full of digitalization, the attitude of the young generation towards environmental sustainability is a fundamental and crucial issue for the future. One way to strengthen this attitude is to create a communication service within the marketing strategy that significantly influences their awareness of the possibilities of returning value to the consumer cycle. Expanding cities and urbanisation, together with climate change and business dynamics, are leading to a reduction in natural spaces and high pressure on the use of natural resources. This is an unsustainable situation for the future. The paper therefore explores the construction of marketing communication strategies to convince young consumers of the necessity of a sustainable approach to the purchase of consumer goods, the use of used product purchases in re-use centres and/or swap events where available resources are used on a barter basis, also with the help of AI. The proposed communication strategies fulfil educational, social, environmental, and economic functions. By appropriately assembling marketing communication tools into a coherent strategy, the awareness of the younger generation can be raised about the return of value to the consumer cycle and thus contribute to a significant reduction of waste and carbon footprint.