Sustainability Marketing

This book will present a collection of teaching cases that discusses and emphasizes how 21 st-century organizations are addressing socially responsible consumers and meeting their need while keeping their business profitable. The main objective of this book is to understand through real-life case studies the practice of marketing for the benefit of society. This book will help students to develop a critical understanding of the social marketing, sustainability marketing, and allied strategies used in marketing. The case studies presented focus on creating, communicating and delivering customer value to socially responsible consumers through various marketing strategies, processes and programs. By illustrating a range of actual marketing situations, these case studies will help students acquire the skills they need to make informed marketing decisions. This book will be composed of long and short real cases with varying complexity in different sectors. This case book will also cover a few review articles and original research for an overview of the recent developments in the study area. With the case studies, collection of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to its readers. This publication is an essential reference source for educators, early readers, university students, researchers, and practitioners interested in socially responsible marketing. EDITORIAL INFORMATION

One of the changes in marketing refers to redirection of focusing from profit to sustainable development. Sustainability marketing can influence sustainable development. The key contribution of the paper is the presentation of holistic approach to sustainable development and sustainability marketing through three dimensions: goals, actors and capital. Holistic management of sustainability marketing in the process of sustainable development is focused on economic, environmental and social issues of sustainability; the integrated engagement of key actors - national and local governments, organisations and population; and capital - human, natural, institutional and infrastructure, financial and technological. Additional contribution of the paper is the presentation of activities of key actors. Governments set laws, regulations and standards of socially responsible behaviour. Organisations can implement sustainability marketing. The characteristics of traditional, environmental, societal and sustainability marketing have been presented in this paper. Another contribution of the paper is its focus on sustainability marketing and the presentation of sustainability marketing mix as the integration of 4Ps (sustainable products/services, price, place and promotion) and 4Cs (customer solutions, customer cost, convenience and communication). Organisations can influence sustainable development by the creation and delivery of sustainability marketing mix. The task of each profit organisation is to deliver sustainable value to consumer gaining profit, i.e. besides economic, it is essential to achieve environmental and social goals. The importance of human capital has been highlighted. Additional contribution of the paper is the presentation of the threefold social responsibility of an individual employee.

Greenhushing selectively communicates fewer pro-sustainability actions by businesses than are practiced; based on a perception of customers' rights to consumerism. We first studied the gap between the communication of sustainability practices in the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK). The analysis showed that businesses only communicate 30% of all the sustainability actions practiced. Their websites emphasised customer benefits, using explicit, affective, experiential and active language that legitimises the customers' hedonistic use of the landscape, while downplaying complex issues and normalising sustainability to reduce customer guilt. Just one website mentioned climate change. We found that greenhushing results from a low moral intensity, masking potentially negative consequences of perceived lower competence, whilst protecting business from more cynical consumers who may interpret their statements as hypocritical. Subsequent textual analysis and interviews were used to understand how communication constitutes these organisations. We propose that greenhushing reshapes and constitutes tourism businesses through their communications. Moreover, greenhushing is a form of public moralisation that adopts communication practices similar to greenwashing, reflecting the social norms expected from a business; however, in this case, located in a moral muteness, rather than moral hypocrisy, that businesses accept but resent. Abstract Greenhushing selectively communicates fewer pro-sustainability actions by businesses than are practiced; based on a perception of customers' rights to consumerism. We first studied the gap between the communication of sustainability practices in the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK). The analysis showed that businesses only communicate 30% of all the sustainability actions practiced. Their websites emphasised customer benefits, using explicit, affective, experiential and active language that legitimises the customers' hedonistic use of the landscape, while downplaying complex issues and normalising sustainability to reduce customer guilt. Just one website mentioned climate change. We found that greenhushing results from a low moral intensity, masking potentially negative consequences of perceived lower competence, whilst protecting business from more cynical consumers who may interpret their statements as hypocritical. Subsequent textual analysis and interviews were used to understand how communication constitutes these organisations. We propose that greenhushing reshapes and constitutes tourism businesses through their communications. Moreover, greenhushing is a form of public moralisation that adopts communication practices similar to greenwashing, reflecting the social norms expected from a business; however, in this case, located in a moral muteness, rather than moral hypocrisy, that businesses accept but resent.

Up to now, far more attention has been paid to assessing the environmental, social, and economic aspects of sustainability. However, what makes this paper distinct is that it proposes a guiding framework that can be employed as a useful tool for business enterprises and other related stakeholders in transforming the potential of marketing disciplines towards upper levels of marketing orientations and sustainable consumption patterns. This present paper follows a typological model that classifies the conceptual approximations that are relatively dispersed in the literature. In doing so, the authors trace back to Kotler’s distinction of positive and normative scopes of marketing, then based on this dichotomy, they propose five different sustainability marketing levels and tag them. This paper aims to provide a convenient roadmap for traditional growth-oriented and transitionary firms who are stuck in short-term positive marketing level and thus need to include sustainability and sufficiency as the most prospective options for long term competitive advantage.

Sustainability is imperative. The survival of actors depends on the sustainability orientation. The sustainability-oriented mindset is a condition for the survival of people, the planet and profit. The purpose of this book is the positioning of the sustainability-oriented mindset in the minds of marketers, governments, academics and consumers. Sustainability marketing is the driver of transformations for sustainability. Sustainability marketing is “the golden thread” connecting the sustainability-oriented mindset and sustainability (the survival of people, the planet and profit).

This book is “software” (the sustainability-oriented mindset) for “hardware”:

• Organizations – the sustainability of organizations

• Governments – the sustainability of governments

• Individuals – the sustainability of individuals

• Academics – the understanding of the influence of the sustainability mindset in science and practice.

If you have a dilemma about the types of the patterns of sustainability-oriented behavior and the indicators of sustainable development, you are in the right place. This book is your guide to creating patterns and indicators as the pathway to sustainability. Invest in your business and future – read this book and apply the new framework for embedding sustainability in the supply chain through co-creating and the prosumption of the sustainability-oriented value and control the results.

Why this book?

No one can underestimate the power of transformations to sustainability-oriented behavior. This book is an SOS distress signal and an appeal for accepting the sustainability-oriented mindset. If you are ready for transformations towards sustainability-oriented behavior, this is “a must-read” for you.

How will your business and activities improve?

• Learn how to create the patterns of sustainability-oriented behavior and the indicators of sustainable development. Learn how sustainability marketing can help you to create the patterns of sustainability-oriented behavior and the indicators of sustainable development.

• Learn how to create innovations in consumer sustainability responsibility and corporate sustainability responsibility. Learn how sustainability marketing can help you to create innovations in consumer sustainability responsibility and corporate sustainability responsibility.

• Learn how to create an integrated framework as a pattern for embedding sustainability in the supply chain. Learn how sustainability marketing can help you to create an integrated framework as a pattern for embedding sustainability in the supply chain.

• Learn how to create the sustainability-oriented mindset.

• Learn how to speed up sustainability-oriented business.

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This research explores the macro-level influences of religion on the marketplace by showing how religion influences beliefs of dominion and stewardship, which subsequently influence marketplace attitudes and sustainable behavior. A survey of 1,101 adults was conducted, with results showing religious individuals express greater beliefs of dominion while non-religious individuals express greater beliefs of stewardship. Stewardship beliefs in turn positively influence one’s tendency to engage in sustainable behavior, while dominion does not. These beliefs also mediate the relationship between religiosity and behavior, though the effects of dominion are negative and weaker than those of stewardship. We also provide insight into whom consumers hold responsible for solving sustainability issues, with the non-religious placing responsibility on consumers and the religious placing responsibility on producers. We build off value-belief-norm and attribution theories to discuss how our findings contribute to sustainability in marketing systems and provide greater understanding of the intersection between religion and sustainability.

The  recent  changes  in  the  business  environment  have  led  marketing  researchers  to  pay particular
attention  to  sustainability  as  an  interesting  research  topic.  Despite  progress  in  the  study  of sustainability,  there  is  a  lack  of  research  on  under  the  bias  of  marketing.  In  this  context,  the objective  of  this  research  was  to  analyze:  i)  the  relationship  between  the  dimensions  (Economic, Social  and  Environmental)  of  a  corporate  strategy  based  on  the  Triple  Bottom  Line  (TBL)  and consumer  Purchase  Intention  (PI)  after  exposure  two  different  stimuli  communication  (sustainable actions/unsustainable actions); ii) the moderating effect Consumer Type (Green/Not Green) in this relationship.  We  conducted  an  online survey with 1,703  individuals.  Through  Structural  Equation Modeling  and  ANOVA tests it  was  shown there  is  a Relationship  between  the  Economic  and
Environmental dimensions of the TBL strategy and
PI as well as the moderating effect of consumer type.  This  research  generates  subsidies  for  incorporating  sustainability  into  strategic  corporate decisions, specifically those related to actions communication based on the TBL.