What do we mean with sustainable marketing? - Coggle Diagram
What do we mean with sustainable marketing?
1970's ecological mkt began
1980's green mkt emerged
What it is
Many scholars see the merging of relationship, social, green and ethical mkt combining to create the concept of "sustainable mkt"
There is a need for further clarification since most terms are used interchangeably
Discourses of sustainability
Development that meets the needs of the present without compromising the ability of future generations to meet their own needs
Anthropocentric and ecocentric
: Embracing human exemption from the constraints of nature. Is related to the Dominant Social Paradigm (DSP)
: Need for responsability and stewarship towards nature
Weak and strong sustainability
: It does not matter if natural resources are not available for future generations as long as other resources such as roads and machinery are biult up in compensation
Hopwood et al.
: Three different views
Status Quo View
: Strong support for free markets with some forms of government intervention tolerated. Natural capital is substituable with human capital.
: Changes in economic and political structures are needed but without fundamental transformation.
: Radical transformation is required. Capitalism is a model of explotation and cause of social and environmental problems.
Conceptualisations of sustainable mkt
Reformative Sustainability Marketing (RSM)
: Acknowledges that current consumption levels are unsustainable. Reflects on the inequity of developed vs developing countries. Promotes sustainable lifestyles and demarket of certain harmfull products. Consumers are leaders of change. The actual crisis lies in the lack of info. by the consumer
Transformative Sustainability Marketing (TSM)
: Aims to chane institutions that inhibit a transition to a sustainable society. Views the responsability as lying on firms and consumers
Auxiliary Sustainability Marketing (ASM)
: Integrating sustainability through all the mkt mix. Create change within the existing structures. Relies on consumers sustainable attitudes. Is a demand-pull strategy for green products.
: Considers the conditions (how it was made), the characteristics (what it contains and CO2 emissions) and exposures and risks.
:Disposal/collection projects (resource recovery). Reduction of carbon emissions within transportation.
: Incorporates environmental and social costs. Takes into acount the durability, repairability, water/energy, etc.
: Advertising through sustainable means. Eco-labelling provide understandable and credible info. to customers
Governments are key to obtaining sustainability.
They must regulate, incentivise new sustainable production and technologies as well as punish unsustainable productions
All organisational and mkt activities must support sustainability. The concept must be built into the organisational culture mission and decision-making.