Sustainable Marketing
Sustainable marketing refers to the practice of promoting products or services in a way that minimizes negative environmental and social impacts. It involves incorporating sustainable principles into all aspects of marketing, from product development to promotion and distribution. This approach aims to meet the needs of the present without compromising the ability of future generations to meet their own needs.
7 Key excerpts on "Sustainable Marketing"
eBook - ePubSustainability Marketing
New directions and practices
- Rishi Raj Sharma, Tanveer Kaur, Amanjot Singh Syan(Authors)
- 2021(Publication Date)
- Emerald Publishing Limited(Publisher)
...Part II Sustainability Marketing: A New Paradigm Chapter 5 The Basic Concept of Sustainability Marketing Chapter Key Highlights After reading this chapter, you will be able to: Understand the interrelationship between sustainability and marketing. Identify the sustainability and marketing opportunities. Outline the principles of sustainability marketing. Discuss the key values and objectives of sustainability marketing. Gain an understanding about the sustainability marketing mix. Discuss the advantages of sustainability marketing. 1. Introduction In the current business scenario, marketing is regarded as one of the most constantly developing issues. It was in the early 1970s, when society started realizing that the earth's natural resources are exhaustible. As the consumption of these resources is constantly increasing till date, it is doubtful that this uncontrollable growth can be possibly sustained for a long term. Therefore, sustainable advancement is considered crucial for the whole world and firms need to engage in responsible activities such as fostering close relationships with stakeholders, caring for the employees and protecting the environment. As market environment is becoming more globalized, it is essential for firms to behave sustainably and responsibly. Sustainability is typically concerned with continuous learning, collaboration, creation, implementation, assessment and constant evolution. Sustainability marketing is not only concerned about the needs and wants of present society, but also focuses on the overall well-being of the future generations. Sustainability marketing strategy refers to the extent to which the firm incorporates the sustainability issues into the marketing decisions. For addressing sustainability in terms of a marketing topic, few facts need to be considered. Firstly, sustainability is considered as a process that is integrated with all the processes of the firm...
eBook - ePubMarketing Theory
A Student Text
- Michael J Baker, Michael Saren(Authors)
- 2016(Publication Date)
- SAGE Publications Ltd(Publisher)
...In response, marketing scholars have redoubled their efforts in focusing on overall environmental issues (Belz and Peattie, 2009; Grant, 2007), as well as specific ones like energy (Press and Arnould, 2009). One more general evaluation of Sustainable Marketing (Murphy, 2005) proposed several ethical bases for Sustainable Marketing, including the precautionary principle, ethic of the mean/balance, power and responsibility equilibrium, the environment as a stakeholder and planetary ethics. In addition to these, the notion of stewardship proposed earlier by Laczniak (1999) provides some needed theoretical foundation for future work in this area. Since 2010, much more academic research in marketing has focused on sustainability topics. Kotler (2011) proposes ‘reinventing’ marketing to respond to the environmental imperative. In the introduction to a special issue on the subject, McDonagh and Prothero (2014) discuss the nine articles that appeared in the Journal of Macromarketing. Even the top tier marketing journals are publishing occasional articles on green or Sustainable Marketing (e.g. Gershoff and Frels, 2015; Luchs et al., 2010). Health and safety issues The selling of toys in 2007 tainted with lead-based paint was a major blemish on toy makers, retailers and, of course, the Chinese production facilities that produced them. This incident has caused all members of the supply chain for these products to be more vigilant. While now reaching international proportions, problems with tainted meat, peanut butter and produce that causes illness and sometimes death, have also focused attention on food marketing in a new way. Although Martin and Johnson (2010) provided a look at marketing ethics decisions in an information asymmetric, upstream supplier context, clearly additional scholarship is needed to ‘sort out’ these emerging supply chain safety issues, as well as the multifaceted effects on stakeholders...
eBook - ePubHandbook of Sustainable Development
Strategies for Organizational Sustainability
- Radha R. Sharma(Author)
- 2021(Publication Date)
- Business Expert Press(Publisher)
...On the other hand, if the subscription rate is too high, not many villagers will be interested, putting the entire business model at risk. This tension creates challenges for SEs while marketing such products and services. Marketing is mainly defined as the creation of consumer value by addressing their functional and emotional needs. 23 However, following only the mainstream marketing approaches cannot guarantee effectiveness on both sustainability and business fronts. According to the hypothetical example presented in this chapter, SEs need to do two things: (1) market their machines as useful, functional, and low cost and (2) promote the use of renewable solar power as an alternative to fossil fuel–based power generation. This marketing challenge poses a threat to the continued survival of SEs in the marketplace. Although existing literature adequately captures this issue, what has been ignored is how SEs address these issues. 24 We attempt to fill this gap by documenting how SEs manage the trade-offs and survive in the marketplace. This is important because similar kinds of moral dilemmas are also found in other areas like marketing of ecotourism 25, 26 or sustainable fashion marketing. 27, 28 Therefore, the discussion on the duality between market and sustainability needs and how they are addressed in SEs is both timely and relevant. The rest of the chapter proceeds as follows. First, we turn to SE marketing literature to understand the dilemma they face while taking marketing decisions and executing them. The subsequent section presents a model demonstrating the strategies to address these dilemmas. The final section summarizes the key points of this chapter. Social Enterprise Marketing Challenges SEs require marketing to promote both their products and the socioenvironmental aspects of their mission. Hence, marketing carries great importance for SEs. 29, 30 For instance, many SEs address environmental issues by upcycling waste into marketable products...
eBook - ePubThe Marketing Century
How Marketing Drives Business and Shapes Society
- Jeremy Kourdi, Jeremy Kourdi(Authors)
- 2011(Publication Date)
- Wiley(Publisher)
...Chapter 11 MARKETING AND SUSTAINABILITY John Grant Author and consultant John Grant is the author of five business books including The Green Marketing Manifesto. He was a former co-founder of St Luke’s, the socially aware ad agency, and co-founder of Abundancy Partners, a strategic sustainability consultancy. He also operates as an independent consultant and recent clients include the BBC, Cisco, IKEA, Innocent Drinks, Microsoft and Unilever. John is also an adviser to social ventures, public bodies and charities. In recent years it has become clear that achieving an ethical, sustainable approach to business is one of the most significant challenges ever faced by commercial enterprises. Increasingly, customers and other stakeholders value both a sustainable approach to business and one that is commercially successful. Those forward-thinking organisations that are able to achieve both are finding that the rewards are well worth the effort. The green shoots of sustainability Brand marketing and sustainability are often thought of as opposites. In simplistic terms, the former urges people to consume more and the latter to consume less. Creating an effective ‘green marketing’ that meets both aims is therefore one of the most interesting challenges in modern business (it’s right up there with humanising technology and creating local authentic connections for global brands). Yet it is far from a simple case of two entirely separate and contradictory domains. Like many cultural opposites, brands and sustainability are also intertwined. The history of their connection goes back a long way, to ancient history when both were present at (and connected to) the invention of money, arithmetic and writing...
eBook - ePubSport Management and the Natural Environment
Theory and Practice
- Jonathan Casper, Michael Pfahl(Authors)
- 2015(Publication Date)
- Routledge(Publisher)
...10 Sustainability Marketing How to Effectively Speak Greening in the Sport Industry Sheila Nguyen DOI: 10.4324/9781315881836-13 Overview At its very core, marketing is purely a conversation. Marketing is a process focused on an exchange of value (the conversation) between two parties (namely product/ service provider and consumer), whereby elements of the process are coordinated in a systematic and well-aligned manner. The process is designed, supported, executed, and evaluated for its ability to achieve outcomes (e.g., affective, cognitive, behavioral). What affects the communication process (e.g., channels, audience, positioning, etc.) is as critical as the message itself and, further, the impact it has on the awareness, knowledge, and behaviors of the involved parties interests marketing efforts. Outcomes are measured on the ability of the process to coordinate an exchange that ends in value for both parties. The marketing outcomes are evaluated against the answers of questions such as: Has the conversation’s message been acknowledged and received? Has the conversation been effective in reinforcing or changing perceptions and consequently influencing behaviors such as developing loyal fans, creating vocal ambassadors, or growing an army of supportive participants? In summary, marketing is a process centered on effective communication and exchange of value with outcomes that include cognitive, affective, and behavioral outcomes. In sport, we have an opportunity to do this, with a focus on our environmental sustainability engagement, through speaking greening. The sport industry has embarked on the journey of greening in devising the right strategies, activating the relevant ideas, and measuring how effective the marketing process has been in positioning the sport industry as a critical actor in the environmental protection movement...
eBook - ePub- Neil Richardson(Author)
- 2019(Publication Date)
- Routledge(Publisher)
...If a key client wants an order fulfilled quickly and the particular item is not available, the customer has little option other than to go to a competitor. Alternatively, the decision to hold extra stock to accommodate rush orders that may arise, particularly at peak periods, will lead to capital being tied up. Organisation and time management are crucial skills in this area, and marketers must work closely with the warehouse and production management teams. Sustainable distribution Distributing products is an area where much of the sustainability impact of products occurs through the burning of fossil fuels to transport products throughout global supply chains. There are also social implications to distribution in the accessibility of products, particularly in markets such as financial services where there are concerns about the exclusion of disadvantaged customers through the closure of bank branches and post offices (cfsd, 2019). Sustainability needs to be viewed in terms of involvement within the wider context of stakeholder relationships. Reputations are easily tarnished by supply-side scandals with emotional and moral issues such as child labour. Hence, with organisational success often depending on suppliers, it is important to ascertain whether the supply network (a term preferred to “chain”) operates in a sustainable manner. Retailers, for example, are undoubtedly interdependent networking organisations and will need to trust their partners. Trust can be shaped by previous experiences or cooperative efforts and on the more general reputation that firms build up. Sustainable marketers may also engender trust in like-minded consumers, and that trust can be grown, say, through PR as a means of promoting positive WoM. When purchasing space on container vessels, wagons or trains, whatever the mode of transport, there are inevitable costs. Increasingly, customers are expecting suppliers to use green logistics...
eBook - ePub- Kim Sheehan, Lucy Atkinson, Kim Sheehan, Lucy Atkinson(Authors)
- 2016(Publication Date)
- Routledge(Publisher)
...These figures indicate that around the globe, social media are frequently used, but cross-cultural differences in usage are present. These cross-cultural differences in social media usage suggest a need to consider advertising media (specifically new media, such as social media, which have been understudied) along with cross-cultural differences in research on green advertising. Therefore, the purposes of this paper are to observe consumer commitment to sustainability in social media while incorporating cross-cultural differences in this commitment and to relate this information to consumer motives and advertising practices. CONCEPTUAL DEVELOPMENT Sustainability Sustainability has become a buzzword used by individuals and businesses alike to convey a sense of caring about the environment, and it is often used interchangeably with other terms such as green or environmentally friendly (Peattie 1995). One of the first commonly accepted definitions of sustainability comes from the United Nations; it described sustainability as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” (Brundtland 1987). Measurement of sustainability is often morphed into many different forms for various research studies. For example, Thøgersen (2010) uses organic food consumption as a means for assessing sustainable behaviors. Banbury, Stinerock, and Subrahmanyan (2011) used subjective personal introspections and found consumers defining sustainable consumption as reducing overall purchases and consumption, producing more than is consumed, using public transportation, living in smaller homes, reducing purchase of single-serving packages, consuming organic foods, using energy-efficient light bulbs, and using low-flow shower heads. Advertising messages promoting sustainable goods or services are often labeled as green advertising...
