Sustainability as a Matrix of Experiential Marketing

Abstract

Recent years have highlighted a significant increase in the relevance of environmental protection and sustainability to consumers, firms, and society as a whole. Taking this new situation into account, most organizations are aware of this change and wish to be seen as taking steps to improve behaviors in this regard. This challenge requires managers to make wise strategic choices and for organizations to be more flexible in adapting to changes in the economy, in the environment and in the “whims” of consumers. The aim of the present study is to examine the potential role of sustainability as a matrix of experiential marketing to understand how a memorable, emotional and responsible connection between consumer and sustainable brand can generate customer loyalty and affect the purchase decision. Taking a case study approach, this study analyzes an ecological campaign called “The Fun Theory”, contributing to strengthening this new theory, according to which “fun” is the best way to change the bad habits of people in responsible and sustainable manner.

Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study

“…Our results revealed significant effects not only on relational proximity but also on proxies for sustainable consumption behaviour. This supports Dettori's (2019) proposal to connect experiential with sustainability marketing fostering sustainable consumption behaviour.…”

“…internal validity), while applied real-world context maximises the study's external validity. We provide empirical evidence for the potential of experiential marketing for fostering sustainability as conceptualised by Dettori (2019), Eiseman and Jonsson (2019), and others. The study findings can support sustainable food businesses in adopting measures that connect geographically-distant consumers to producers while marketing their products to foster sustainable consumption.…”

“…Connecting consumers to producers to foster sustainable consumption behaviour can be facilitated through experiencing each other's work and life situations (Dowler et al, 2009;Kneafsey et al, 2008;Thompson & Coskuner-Balli, 2007). As mentioned above, we focus here on indirect and unidirectional connections facilitated through experiential marketing tools (Dettori, 2019;Schmitt, 1999). Experiential marketing is based on the assumption that consumers' choices are not only guided by rationality and information but involve 'a steady flow of fantasies, feelings, and fun' (Holbrook & Hirschman, 1982, p. 132).…”

“…Thus, marketing that connects consumers through experience to a brand (Brakus et al, 2009;Schmitt, 1999) or places (Iaia et al, 2016), i.e. experiential marketing, offers a promising approach to foster sustainable consumption behaviour (Dettori, 2019;Eiseman & Jonsson, 2019).…”

A Cross-Sectional Study on Ethical Buyer Behavior towards Cruelty-Free Cosmetics: What Consequences for Female Leadership Practices?

“…Dettori [26] states that traditional marketing intends to stimulate consumption, while sustainable marketing intends to promote the sustainable behavior of consumers. When a consumer purchases a product or service from a company concerned with social responsibility, it is possible to speak of ethical consumption [27].…”