Developing a strong sustainability research program in marketing

Abstract

This article takes stock of sustainability research in marketing and argues for developing a Strong Sustainability Research (SSR) program, led by a Consumer Culture Theory (CCT) approach. First, I define weak vs. strong sustainability and identify two main problems with continuing to research business with the weak sustainability approach. Second, I discuss past approaches to sustainability research in marketing, which primarily promote weak sustainability. Third, I use the agriculture industry to illustrate how an SSR program in marketing could be developed to bring insights to practitioners and policy makers and build new modes of production, consumption and exchange. Finally, I suggest that the SSR program facilitates collaboration between mainstream marketing and CCT researchers by providing a common ontological platform that can transform epistemological differences into complementary strengths. I argue SSR is a way that marketing research can gain broad impact and relevance.

Green Manufacturing Practices Towards Sustainable Development in the Ready-Made Garments (RMG) Industry of Bangladesh

“…However, most development scholars, researchers, and professionals use the term "sustainable development" to mean improving and maintaining an economic, environmental, and sociocultural system that works for human progress (Mensah, 2019). Press (2021) pointed out that apparel sustainability is relevant to weak sustainability because it is microfocused and examines on tiny subsets of economic activity whereas strong sustainability incorporates multiple stakeholders. However, the most difficult aspect of achieving apparel sustainability is managing all three challenges such as excessive consumption of scarce resources, industrial waste, and hazardous working conditions (Negrete & López, 2020).…”

Mapping the intellectual linkage of sustainability in marketing

“…These factors impact all components of environmental consciousness, which is associated with knowledge about green issues. Knowledge transfer may improve consumers' behavior and achieve strong sustainability (Press, 2021).…”

“…According to the social view, the QOL and well‐being of multiple stakeholders in society require a positive effect of material consumption on personal relationships, health, and happiness, which should be fulfilled by marketing (Lee & Sirgy, 2004). From a consumer culture theory perspective, Press (2021) opined that concerted research on sustainability is a means to integrate sustainability, based on social and cultural perceptions as well as its impacts on consumer behavior. Among the six clusters, the theoretical foundations in Cluster 3 are the least explored, with few studies on the subject (Yang et al, 2015).…”

Paragons of sustainability: transforming luxury markets through value-in-impact. Insights from an Ecuadorian artisan chocolate case study

“…strong vs weak sustainability; Ayres et al , 2001), which, in turn, influence associated economic and societal research disciplines. Accountability for the implementation of sustainability principles on various policy levels remains diffuse (Dhillon, 2022; Press, 2021) and concepts of value creation in sustainable entrepreneurship remain conceptually fragmented (Hockerts and Wüstenhagen, 2012; Vargo, 2008).…”

“…The evaluation of the concept of value-in-impact in a case study contributes to scholarly work on sustainable-luxury marketing and may further stimulate debate regarding the concepts of weak versus strong sustainability orientations in marketing (Press, 2021). In particular, encouraging heritage luxury companies to shift their business orientations to a Service-Dominant Logic perspective (Vargo and Lusch, 2004, 2008) can foster the development of superior sustainability practices and communication strategies.…”