Sustainable Marketing - a new Era in the Responsible Marketing Development (original) (raw)
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Sustainable Marketing – a new era in the face of social, economic and environmental change
Abstract Purpose - the purpose of this paper is to draw to the attention of those involved in marketing - scientists, educators, researchers, marketers, and professionals dealing with the implementation of marketing processes - the responsibility which rests upon them in the face of rapid social change worldwide through increasing global economic turbulence, a continuously widening gap between rich and poor societies as well as the galloping degradation of the natural environment. Methodology – the paper is a critical analysis and literature review of marketing covering recent studies on marketing issues in relation to the concept of sustainability, specifically in areas of environmental protection or social and economic development. Conclusion and practical implications – Faced with increasing criticisms of a one-dimensional profit driven approach, the marketing concept requires re-branding to address issues of sustainability. Intense strategic discussion is required concerning the need to change attitudes that promote and implement modern marketing, starting from changes in the consumption model through the creation of commercial proposals, which will positively shape the future of both market exchange and social life. Moreover, it is postulated that marketers present to consumers an attitude of active and responsible management, as well as openness and honesty in market communication. New value - the article introduces discussion on sustainable marketing and its fundamental importance in the development of marketing theory in Poland; taking into account current debates voiced in Poland - often based on imprecise interpretation of the marketing process. There exists therefore, a need for a thorough analysis and standardisation of understanding marketing theory and consequently the introduction of new concepts and new practices into the marketing process. Keywords - sustainable marketing, responsible consumption, social responsibility Category article - literature overview
SUSTAINABLE MARKETING: A PROVEN WAY FORWARD
Sustainability is no longer an optional add on. Like digital, it is happening and will be impacting all businesses in some way. Interest in sustainability stems not from a general sense of ‘doing good’ but from a solid business case. Sustainable marketing is the contemporary description of an "environmentally enlightened" approach to marketing that has been around for several decades (Ottman 1993; McDonagh and Prothero 1997; Peattie 1992; Wasik 1996). More recently, the emphasis has shifted to the importance of sustainability of marketing activities. That is, the marketing efforts of any organization should be sustainable over an extended time period. The contemporary interpretation of sustainable marketing is that it should deal positively with the ecological environment and be sensitive to the needs of future generations. Sustainability covers current issues and sustainable development, which form a background for a better understanding of sustainable marketing. Sustainable marketing includes a definition of the concept, as well as sustainable consumer behaviour, sustainable marketing strategy, sustainable marketing mix and benefits of sustainable marketing. The main objective of our study is to determine how important sustainable marketing is for businesses.
Marketing and sustainability from the perspective of future decision makers
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Contemporary research on sustainability is fragmented between multiple disciplines and areas, with on-going debates about methodological as well as practical issues. The core value of sustainability is embedded in the long-term maintenance of quality of life and contains environmental, economic and social components. Business organizations have a substantial responsibility for preserving the quality of life for future generations, as a result of the role they play in transforming natural and societal resources into goods and services. The marketing function is a major force in strategic decision-making in contemporary organizations. With its arsenal of tools for influencing (managing) consumption patterns, marketing must take responsibility for sustainable behaviour of both organizations and consumers. This article discusses the role of marketing in facilitating sustainable behaviour. Contemporary marketing education may not prepare students to use marketing’s influence to support s...
Sustainable Marketing MIX – the Basic Assumptions
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The growing importance of sustainable development concept finds its consequences in companies’ marketing policy, on both micro and macro level. A new concept of sustainable marketing has emerged. It focuses on the necessity of satisfying the needs with profit, while creating, communicating and delivering value for consumers, partners and the society. Therefore concentrating activities on achieving values of social, ethical and / or environmental character, while maintaining economic efficiency, marketing can be seen as an activity, which enables the implementation of sustainable development at a company level. The article fits into the current discussion on the new management concept, including marketing activities. The goal was to identify the impact of sustainable development on marketing tools of modern organizations. The article is a review and has been prepared based on an analysis of recent literature.
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Theoretical and methodological approaches to the development of the field of marketing in the information society based on the principles of sustainable development are considered, which is due to the task of creating and maintaining, with the help of marketing, competitive advantages compatible with the tasks of the concept of sustainable development, adapting the marketing orientation of organizations to the needs of sustainable development in order to harmonize interaction «nature-society». It is shown that in the field of marketing, the focus on the concept of sustainable development actualized the formation of the ideology of sustainable marketing and sustainable consumption, a sustainable marketing organization and contributed to the formation of ecological marketing, which focuses on the demonstration of positive social and environmental behavior by companies to ethical consumers, responsibility for environmental safety, life and health consumers. In accordance with Ukraine’s...
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This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved.
Green Marketing is not a novel concept in the field of marketing. The American Marketing Association designates green marketing as an essential tool of marketing that promotes environmentally friendly products. In line with this thought, the present study attempts to show that green marketing practices entail the core elements of sustainability i.e., social responsibility, environmental concern and economic growth that reinforce in promoting sustainable development. Besides, it also argues that though there are many overarching implications and challenges in green marketing practices yet it substantially contributes in attaining sustainable development goals by incorporating ethical standards in all of its operational antecedents. This study therefore incorporates the notion of transgenerational ethics of Kant's Categorical Imperative in green marketing approach. In doing so, it would serve as a guiding forum to the contemporary marketers primarily to prevent the absolute anthropocentrism and pragmatically engage the interests of society, economy and environment equitably by inculcating ethical practices in daily phenomena. At the corollary, the argument shows that the imperative of ethics in green marketing would be an ethical and anti-environmental resilient approach for ensuring sustainable business.
The role of green marketing in achieving sustainable development
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All forms of business affect the environment. In addition to the right to use natural resources, companies also have their obligations regarding their utilization. They must not be focused solely on profit, but must be socially responsible and take care of the environment. This raises the question of whether the company can be both environmentally and socially responsible and profitable at the same time. The aim of this paper is to show that it can, and one of the methods is the application of green marketing, which contributes to sustainable development. The issue of sustainability must be more closely integrated into the marketing strategy. This paper analyzes the benefits and difficulties of applying green marketing and its role in achieving sustainable development. The analysis was carried out from several aspects - the position of the main subjects in this field (consumers, enterprises, countries) was examined. For this purpose, the "meta" empirical analysis was appli...