Globalization and its impact on healthy lifestyle

¹ Department of Marketing Communication, Faculty of Mass Media, University of Ss. Cyril and Methodius in Trnava, Slovakia
² Department of Marketing Communication, Faculty of Mass Media, University of Ss. Cyril and Methodius in Trnava, Slovakia

^* Corresponding author: dominikjanos16@gmail.com

Abstract

Changes that marketing has noticed since the 21st century can be characterized as breaking. These are turbulent changes in globalization of the external environment in individual businesses. The changes mainly touch the increasing of amount of products and product lines, brands, shortening the life cycle of products, market segmentation, increasing consumer demand and also problematic acquisition of their attention. Marketing must respond to the changes, even in the context of the globalization process, by changing orientation and focus. As a key can be consider the concentration on maximisation of consumer value and the need to approximate the supply more effectively towards the consumer. Globalization affects businesses to change their marketing communication. The part of globalization is also the creation of a space for implementation of a circular economy with priority to saving and effective using of limited natural resources, streamlining the production of products with high efficiency, low resource consumption and low (or even zero) emission production. A characteristic feature is the prevention and reduction of waste production and subsequently pollutant sources and recycling, so resources are returned to the economic cycle, which has increasingly practical importance. Elements which combine conditions of a circular economy and the impact of globalization need to be constantly evaluated and refined. The paper will point to the characteristic features of circular economy in synergy with globalization. In this paper we focus on the results of our own marketing research, which was implemented to find out the context of applying a healthy lifestyle in the conditions of a circular economy from the perspective of globalization. We used methods of secondary and primary quantitative research.