Assessing sustainability marketing from macromarketing perspective: a multistakeholder approach

Abstract

PurposeThe paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.Design/methodology/approachConcurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.FindingsThe results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.Originality/valueAlthough the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

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“…In previous studies (e.g. Duran et al, 2014;Kapitan et al, 2019;Abutaleb and El Bassiouny, 2020;Cox et al, 2020) mixed techniques -including both qualitative and quantitative tools -have been found efficient in the examination of similar cases. A semi-structured inventory, suitable for in-depth interviews served as the research instrument.…”

“…Corporate strategies, as well as marketing practices (Rudawska, 2019) have to adapt towards holistic, sustainable business missions rather than simply apply seemingly green techniques, which sometimes include greenwash (Nguyen et al, 2019). An honest ecological management strategy has to comply to actual sustainability goals, such as reduction of emissions, energy, water and waste (Abutaleb and El-Bassiouny, 2020). In addition, competitive ecological offerings to meet sensitive consumers' needs and wants are required (Delistavrou et al, 2021).…”

Executives’ insights about by-products made by recycled CO2: the case of CPGs industry

“…In previous studies (e.g. Duran et al, 2014;Kapitan et al, 2019;Abutaleb and El Bassiouny, 2020;Cox et al, 2020) mixed techniques -including both qualitative and quantitative tools -have been found efficient in the examination of similar cases. A semi-structured inventory, suitable for in-depth interviews served as the research instrument.…”

“…Corporate strategies, as well as marketing practices (Rudawska, 2019) have to adapt towards holistic, sustainable business missions rather than simply apply seemingly green techniques, which sometimes include greenwash (Nguyen et al, 2019). An honest ecological management strategy has to comply to actual sustainability goals, such as reduction of emissions, energy, water and waste (Abutaleb and El-Bassiouny, 2020). In addition, competitive ecological offerings to meet sensitive consumers' needs and wants are required (Delistavrou et al, 2021).…”

Online brand advocacy for sustainable brands: a study in an emerging market

“…This may explain the lack of research undertaken to study pro-environmental behaviors in the MENA region. Egypt is a typical example of a developing country that is vulnerable to climate change and confronts significant economic, social, and environmental concerns (Abutaleb and El-Bassiouny, 2020). Despite these challenges, Egypt has made a concerted effort to contribute to international initiatives to promote sustainable development.…”