Marketing and Sustainability

Auteur

Pia A. Albinsson is Professor of Marketing in the Walker College of Business at Appalachian State University, USA. Hugo Guyader is Associate Professor of Marketing at Linköping University, Sweden. Mikael Ottosson is Senior Associate Professor of Marketing at Linköping University, Sweden. Anders Parment is Research Fellow of Marketing at Stockholm Business School in Sweden and teaches regularly at Linköping University, Sweden and University of Innsbruck, Austria.

Texte du rabat

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. A companion site for students hosts multiple-choice questions and tests for each chapter as well as additional assignments, and an instructor site features PowerPoint slides and exam Q&As. 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 campaignsStrategies to be heard in a crowded, branded world, and sustainability business models including product-service systems, social enterprises, and sharing and circular economy modelsSustainable marketing strategies including chapters on sustainable marketing channels, sustainable pricing, sustainability oriented marketing communication and brandingGreenwashing, 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.

Contenu

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