Marketing strategies in the age of sustainable development: Evidence from the food industry

Abstract

In this paper we investigate characteristics and drivers of sustainability marketing strategies. Based on an empirical study in the food industry, we identify four sustainability marketing strategy types with distinctive characteristics (performers, followers, indecisives and passives). Consumers are one of the main drivers of sustainability marketing strategies. Depending on the sensitization of consumers to socio-ecological problems, the perceptibility of socio-ecological qualities, the individually perceived net benefi ts and the availability of sustainable alternatives, we argue that the typology and drivers apply to non-food industries as well. Furthermore, we fi nd that the incorporation of social and ecological aspects into marketing strategies also depends on the market segment in which the company competes: companies that are positioned in the premium or quality segment are more inclined to take an active stance on sustainability marketing than companies that compete in the price segment.

Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies

“…Thus, the aim and scope of the present study match with those of the study by Belz and Schmidt-Riediger (2010). According to this typology, companies are classified into four groups on the basis of their SM efforts-performers, followers, indecisives, and passives.…”

“…Companies have different approaches toward sustainability, and they formulate their marketing strategies differently (Belz & Schmidt-Riediger, 2010;Rivera-Camino, 2007). Therefore, companies have to be categorized according to some criteria keeping in mind their efforts toward SM.…”

Climate Change Adaptation Strategy in the Food Industry—Insights from Product Carbon and Water Footprints

“…In addition, preference was to study chains where evidence of climate risk was already apparent and which involved premium branded products. Sustainability is reported to be a more important factor in the marketing of premium branded products than those products positioned in the market to compete more on price [44]. In all, three cases studies were selected.…”

Dissemination of Sustainable Practices in Moroccan Automotive Industry: Case of Renault-Tangier.

“…CSR has been defined in the report of the committee of European communities published in 2001 as "the voluntary integration of social and environmental concerns of companies in their commercial activities and in their relations with their stakeholders" [3]. Now, CSR notion is materialized through the triple bottom line concept: economic prosperity, environmental friendliness, respect and enhancement of social cohesion [4]. This concept translates the taking into account, in company scale, of the three major dimensions of sustainable development.…”