Journal of Marketing and Market Studies 9/2020

The aim of the paper is to systematize knowledge in the field of customer relationship management, with particular emphasis on its essence, scope and goals. Contemporary organizations operating in a turbulent environment should be flexible and able to operate effectively in order to maintain an appropriate competitive position on the market. One of the key factors of the success of a business unit, and even the determinants of its survival, is the ability to identify and meet new customer requirements and expectations. One of the key solutions that arouse the interest of representatives of management practice and science representatives is customer relationship management (CRM). The essence of this concept is to recognize the importance of applying the right approach to each client in order to maintain long-term contact with them. The article is based on literature studies.

Product packaging is a major environmental problem that causes waste pollution and has a negative impact on flora and fauna. Nowadays consumers are becoming more socially responsible, they are concerned about environmental issues. Therefore, brands are embarking on the development of green marketing. However, research shows that there is a gap between the consumer's intention to buy eco-friendly products and the actual buying practice. The issue under investigation in this paper is related to the impact of the eco-product packaging on the consumer's purchasing behavior; we seek to identify the factors influencing the green purchasing behavior of consumers. The article analyzes the concept of consumer purchasing behavior, the types of consumer purchasing behavior and the factors influencing consumer purchasing behavior, discusses the decision-making process and identifies factors affecting the purchase of green packaging products. This paper provides a conceptual framework of factors affecting the purchase of green packaging products. The methods employed in this research are: analysis of literature and other references, synthesis and logical analysis of information, comparison of information, systemization and visualization.

The aim of the research is to present trends related to corporate social responsibility reporting on the Polish capital market in the context of global results within this area, as well as to evaluate the content of reports prepared by selected companies included in the WIG-ESG index. To achieve the article's purpose, the method of desk research consisted of analysing the data published by KPMG and Global Reporting Initiative, and of reports submitted to the "Social Reports" contest, was used. The conducted analysis indicated that corporate social responsibility reporting is becoming increasingly popular both on the global scale and among the companies on the Polish market. However, the analysis of selected reports showed differences in the scope, and structure of presented data, which may make it difficult to compare the performance of individual companies. For this reason, it is necessary to take further steps to improve the quality of corporate social responsibility reporting. They should be particularly connected with promoting the use of the international standards for non-financial reporting, as well as introducing the obligation to verify such reports by external auditors.