Marketing And Sustainability (contradiction Or The Path To Profitable Businesses And Sustainable Societies)

In-depth, authoritative overview of sustainability issues and how sustainability is integrated into management and marketing theory and practices

Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing practices, and sustainable business models in their operations to face increasing demands to reduce greenhouse gas emissions, limited resources, and increased global competition.

This book is concerned with consumer and business markets, considering marketing practices as part of business administration. Up-to-date and topical areas of research such as the sharing economy, are thoroughly discussed and illustrated with supporting models, figures, and vignettes.

The book is accompanied by a companion site for instructors and faculty, which includes PowerPoint slides and exam Q&A’s. Videos introducing each chapter’s content are also available via YouTube.

Written by a team of highly qualified academics, Marketing and Sustainability includes information on:

• Factors influencing consumers and their choices, sustainable marketing practices and their effectiveness, and how to communicate sustainability initiatives through marketing campaigns
• Strategies to be heard in a crowded, branded world, and sustainability business models including product-service systems, social enterprises, and sharing and circular economy models
• Sustainable marketing strategies including chapters on sustainable marketing channels, sustainable pricing, sustainability oriented marketing communication and branding
• Greenwashing, the process of conveying a false impression or misleading information about how a company’s products are environmentally sound, and why it’s bound to backfire

Marketing and Sustainability is an essential reference for undergraduate, graduate, and post-graduate students as well as managers in companies, the public sector, and civil society—all of whom are under increasing pressure to deal with marketing and sustainability for strategic purposes as well as in everyday practices.

Foreword by O. C. Ferrell ix

Preface xiii

Chapter 1 Marketing and Sustainability: An Overview 1

Introduction 2

Sustainability Integrated in Everyday Practices 4

How Does Sustainability Relate to Marketing? 6

The Triple Bottom Line 14

Fit for 55 – Tricky Balancing in Many Dimensions 16

A Soft and Hard Interpretation of Sustainability 18

References 19

Chapter 2 Factors Influencing Consumers and Their Sustainability Choices 23

Introduction 24

General Factors Influencing Consumption 24

The Purchase Decision Process 30

How to Influence Consumers to Behave More Sustainably 35

The SHIFT Framework 38

References 49

Chapter 3 Is There Such a Thing as Sustainable Consumers? 51

Introduction 52

Definition of Sustainable Consumption and the “Sustainable Consumer” 53

Three Types of Sustainable Consumption 56

Overlaps and Goal Conflicts Between Sustainability Dimensions 62

Sustainable Customer Segmentation 64

How Can We Start Becoming More Sustainable? 66

The Attitude-Behavior Gap, or Green Gap 67

References 70

Chapter 4 Sustainable Marketing Practices 75

Introduction 76

Sustainable New Product Development 77

Defensive, Reactive, and Proactive Approaches to Sustainability 79

The Circular Economy 84

4Rs (or Even 9Rs) to Reach