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The Triple Bottom Line Concept in Sustainable Marketing Mix Activities of Food Industry Enterprises

The concept of Triple Bottom Line (TBL), plays a key role in transforming manufacturing enterprises into sustainable economic organisations operating in accordance with the principles of sustainable development. Due to the theoretical and cognitive gap identified by the author, the concept has been referred to the marketing mix of food industry enterprises functioning in the sector of economy, which is characterised by dynamism and constant increase of value. The article includes the aim of the study, the research hypothesis, the research problem and presents the research methods used. The aim of the study is to identify and determine the activities undertaken by food industry enterprises in relation to the components of the marketing mix, i.e. product, price, distribution and promotion mix subordinated to the Triple Bottom Line concept. The article is theoretical and empirical in nature and concludes with a summary that includes recommendations for future research directions.