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Marketing and Sustainability
Contradiction or the Path to Profitable Businesses and Sustainable Societies
Pia A. Albinsson (Author), Hugo Guyader (Author), Mikael Ottosson (Author), Anders Parment (Author)
9781394273768, Wiley
Hardback, published 7 November 2024
288 pages
24.6 x 17.3 x 2.3 cm, 0.59 kg
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: 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 Sustainability 86 Scope 1, 2, and 3 Emissions 90 Life-Cycle Analysis 90 Getting Companies to Walk the Talk 93 References 96 Chapter 5 Sustainability by Service Provision 99 Introduction 100 The Development of Service Marketing and Service Research 100 From Ownership to Access 102 Sustainable Services 107 Services in the Sharing Economy 110 Critics of the Sharing Economy 114 Environmental Effects of the Sharing Economy 118 Shared Mobility Services 120 References 123 Chapter 6 How to Communicate Sustainability Initiatives 127 Introduction 128 Foundations of Communication are the Same 128 Sustainability Communication 130 The Importance of Sustainability in Marketing Communications 133 Sustainability Claims Differentiate Marketing Communications 136 Sustainabilization as Marketing Opportunity 139 Beware of Greenwashing 141 The Grassroots Revolution 148 References 151 Chapter 7 Sustainability and Branding 155 Introduction 156 Are Consumers Ready for Sustainable Brands? 158 Building a Sustainable Brand 159 Brands’ Role in Sustainability Efforts 163 The Branded Society 164 Storytelling 167 Sustainable Brand Personality 172 Deceptive Branding Practices 173 Sustainable Brands don’t Engage in Planned Obsolescence 180 References 181 Chapter 8 Sustainable and Circular Business Models 185 Introduction 186 The Role of Business Models in Sustainable Development 187 Sustainable Business Models 189 Sustainable Business Model Innovations 192 Circular Business Models (CBMs) 193 Product-Service Systems (PSSs) 197 Social Enterprises 200 Peer-to-Peer Platform Business Models 201 Mobility-as-a-Service (MaaS) Business Models 203 References 205 Chapter 9 Sustainable Value Chains and Marketing Channels 211 Introduction 212 Sustainable Value Chains 213 Greenwashing in Supply Chains 218 Challenges in Supply Chain Transparency 219 Child Labor in Supply Chains 223 Challenges in Achieving Sustainability in Marketing Channels 224 Attempts to Make Marketing Channels Sustainable: Greenwashing or Real Change? 226 Best Practices in Sustainable Marketing Channels 228 Social Sustainability in Marketing Channels 229 References 230 Chapter 10 Prices of Sustainable Products and Pricing Strategies 235 Introduction 236 Three Cs of Pricing 236 Pricing and Sustainability Interplay 239 Sustainability Comes at a Price – Who’s Paying? 240 The Price of Sustainable Products 240 Certifications, Labels, and Country of Origin 248 Smarter Pricing 250 References 253 Author Acknowledgments 259 About the Authors 261 Index 263
Subject Areas: Business & management [KJ]
