Marketing and sustainability

Abstract

Purpose -The purpose of this paper is to raise for debate among marketers the issue of the relationship between marketing and sustainability. Design/methodology/approach -An opinion piece, that presents the views of four authors on the current state of the debate in this field. Findings -There is little consensus on these matters. There are those who believe that marketing and sustainability simply cannot be reconciled, while there are others who argue that marketing can contribute to the development of sustainable consumption. Originality/value -The paper opens up the debate on a subject that is clearly going to be high on the agenda for years to come.

The Application of Value Co-Creation in Advancing Solutions to Sustainable Consumption

“…While business may play a role in providing the platforms for participation, the finding regarding the expectation of business to take the lead is in line with the focus in literature on the traditional top-down role of green marketing in influencing consumer behaviours, attitudes and beliefs (Jones et al, 2008;Yates, 2008). The traditional marketing approach relates to the four P's of the marketing mix (McCarthy and Perreault, 2002), including product, price, place and promotion, which represent the sellers' view of the marketing tools available for influencing buyers (Kotler & Keller, 2009).…”

“…Despite this contention, there is growing interest in the relationship between marketing and sustainability (Jones et al, 2008).…”

“…In an attempt to help to differentiate themselves from their competitors and to enhance their corporate brand and reputation, a growing numbers of companies are looking to emphasise their commitment to sustainability (Jones et al, 2008). In pursuing such a strategy, it is arguably high time to recognise the limitations of a firmcentric perspective on how to engage with customers, and to see what opportunities there are as co-creators of value (Prahalad & Ramaswamy, 2004).…”

“…A growing number of companies are looking to recognise the role of sustainability as an integral component of their business strategy. Contributing factors to this include the need to comply with an increasing volume of environmental and social legislation and regulation; concerns about the cost and scarcity of natural resources; the growing media coverage of the activities of a wide range of anticorporate pressure groups; and more general changes in social attitudes and values within modern capitalist societies (Jones, Clark-Hill, Comfort & Hiller, 2008). In South Africa the King III corporate governance code calls on businesses to focus on more than just the economic value of their activities, asking them also to take into account their social and environmental performance, signifying a new role for business in society (Institute of Directors, 2009).…”

“…Peattie and Crane (2005) have argued that progress towards sustainability has been constrained by the focus of green marketing activities on production, selling, costs, legislation and public relations, while the consumer has often been of marginal interest. While much attention in literature is focused on the top-down role of green marketing in understanding and changing consumer behaviours and more generally in influencing attitudes and beliefs (Jones et al, 2008;Yates, 2008), it is suggested that in recognising the role of consumers as decision makers, they should be involved as active participants in corporate moves towards sustainability (Yates, 2008). As Polonsky (1995) has claimed, the relevance of environmental concerns to both business and consumers justifies a stakeholder approach.…”