Sustainable Behavior – The Need of Change in Consumer and Business Attitudes and Behavior (original) (raw)

Marketing and sustainability from the perspective of future decision makers

South African Journal of Business Management

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 – 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

Green Marketing: How Green Are Today's Youth

PANACEA International Research Journal ; ISSN 2347-369X ; Vol.1, No.2, 2015

In the light of current emphasis on the environmental concerns, one wonders to what extent does a consumer contemplates about the impact of his consumption on the environment.Most green marketing literature is strongly based on the assumption that a consumer's environmental awareness is a precondition for green purchasing. While following such a 'behaviouristic' green marketing both scholars and companies seem to have neglected that green products are bought only if customers perceive the products as superior to competitors' offerings. This paper focus on the youth (Digital people), that how green is today's youth and there valuable input to green marketing.This tech-savvy generation (also known as Millennials) grew up with computers and the Internet. Distrustful of government and authority, they are quick to challenge marketing practices they deem to be unauthentic or untruthful. With the ability to express their opinions through blogging, texting, and social networks, they are capable of mustering immediate responses from millions around the globe. Though many consumers are aware of the impact of various chemicals on the environment and although " of late consumers have also become concerned with environmental problems and started demanding eco-friendly products especially in developed countries " (Jain & Kaur, 2004, p. 187), yet there seems to be no conclusive evidence of consumer awareness in India.

Leading the Way to a Sustainable Future: The Positive Impact of a Generation Marketing Campaign

Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, 2020

Consumption patterns have always been an important indicator of a generation's identity, but in a world where globalization tends to standardize everything and digital technology tends to accelerate the globalization process, some might predict that identities are dissolving faster than ever. This chapter aims to help understand how new Portuguese generations perceive fish products. Throughout this research, it became very evident that young consumers are very aware of the ultimate emergency of sustainability. This chapter uses the example of Docapesca's pioneer initiative to prove that it is worth investing in consumer education and that, when we adopt a generation focused approach to implement a national marketing campaign, it is possible to obtain valuable advances in consumption for a sustainable future.

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.

Sustainable Marketing: Philosophies, Economies and Strategies for a New Consumer Metabolism

Sustainable marketing is a subset of the sustainable development field recently formed in 1992. Both fields are complex and development elusive, but diverse bodies of knowledge are involved including, philosophy, economics, social sciences, business strategy, marketing, and environmental. The concern is about our ravenous, consumer demands or metabolism, with the world population increasing by 50% in the next forty-five years. This necessitates change in our economic structures, consumer pricing and goods, social responsibility and long-term business viability. In short, sustainable marketing stands to become an imperative for businesses seeking to have or maintain their competitive advantage.