PRODUCT IN THE SUSTAINABLE MARKETING CONCEPT

The achievement of economic goals while respecting the environment and considering social aspects without harming future generations is included in the area of sustainable development. A special role in sustainable marketing, which is part of a sustainable development, plays a product which is the most important component of a sustainable marketing mix. The area of interest is the strategy of product in sustainable marketing activities of businesses. The aim of this study is the analysis and summary of the major findings of the literature on the subject of the work. The paper is theoretical in nature and is based on literature studies in the field on the theme and the author's experience. Testing method applied is the study of literature based, inter alia, on the use of sec-ondary sources such as: national and international scientific publications, scholarly articles, schol-arly journals, magazines and trade directories, statistical yearbooks, conference materials, laws, internet information services. As a result of recognition of the state of knowledge in the field of sustainable marketing, including sustainable product strategy, it should be noted that this is a new and growing area of research that requires further analysis in theoretical and empirical terms. The presented solutions are designed to serve as a model and may be a signpost to the business operators.

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