Socially Responsible Marketing in the "New Normal"

Abstract

Given the fact that we are in a time of uncertainty, when we cannot predict how a coronavirus-induced pandemic will affect community life, socially responsible behaviour as well as the impact of socially responsible marketing come to the fore in particular. The goal of socially responsible marketing is to educate and take actions that will positively affect the change of behaviour, and all participants from business entities to individuals must be aware of their responsible behaviour towards themselves and others in order to improve well-being and benefit the society we live in. The paper presents models of socially responsible marketing communication in the "new normal" as well as their impact on raising awareness of responsible behaviour and the adoption of new habits among consumers.