Sustainable Marketing: Market-Driving, Not Market-Driven

2020 ◽  
pp. 027614672096183
Author(s):  
Jagdish N. Sheth ◽  
Atul Parvatiyar
Keyword(s):  
Sustainable Consumption ◽  
Business Practices ◽  
Corporate Marketing ◽  
Government Interventions ◽  
Sustainable Products ◽  
Market Driving ◽  
Consumption Practices ◽  
Sustainable Marketing ◽  
Market Driven ◽  
The 1960S

Sustainability has emerged as a critical macromarketing perspective over the last five decades. Starting with the early concerns in the 1960s about the world’s finite resources that would limit economic growth, sustainability thinking has expanded to encompass societal issues and ecological and environmental considerations in economic and governance activities. Governments and businesses need to act in tandem to address myriad world problems associated with climate change, pollution, environmental degradation, depleting resources, and the socio-economic disparities that characterize persistent world hunger and poverty. A vital aspect of this challenge is to stop or reverse unsustainable production and consumption that have hitherto been pursued as part of market-driven business activity. Marketing, through its market-driven consumption-oriented practices, may have knowingly or unknowingly promoted these unsustainable production-consumption practices. Therefore, it needs to change its orientation from merely being responsive to consumer and market needs into a more responsible approach that drives markets for sustainable products and services and builds sustainable societies. In this paper, we review how sustainable marketing considerations have grown but not to the extent of becoming the driver of markets and business practices that meet sustainability goals. To this end, we present a framework for driving sustainable consumption through corporate marketing strategy and relevant government interventions. We highlight four strategies of corporate marketing and four types of government intervention for sustainable marketing.

Do connoisseur consumers care about sustainability? Exploring coffee consumption practices through netnography

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sara Bartoloni ◽  
Beatrice Ietto ◽  
Federica Pascucci
Keyword(s):  
Social Practice ◽  
Sustainable Consumption ◽  
Coffee Consumption ◽  
Cultural Analysis ◽  
Content Type ◽  
Alternative Approach ◽  
Symbolic Meanings ◽  
Consumption Practices ◽  
Sustainable Marketing ◽  
Specialty Coffee

PurposeThe coffee industry has experienced two major trends: the development of connoisseur consumption of specialty coffee and the importance of sustainability. Despite the increasing concomitant relevance of both trends, literature on how sustainability has been interlacing with connoisseur consumption is rather limited. Therefore, this paper aims to analyse how connoisseur consumers (CC) integrate sustainability into their coffee consumption practices.Design/methodology/approachThe paper adopts a qualitative netnographic approach through an interpretive cultural analysis of specialty coffee bloggers narratives, conceived as a specific sub-group of CC that tend to be particularly active on social media.FindingsThrough the lens of social practice theories, the study reveals that CC are likely to implement and perceive sustainability very differently from the dominant mass market as subject to the influence of their shared rituals, values, norms and symbolic meanings. Such findings are relevant under a managerial perspective as they also generate insights on how to foster environmentally friendly practices in coffee consumers as well as on how to create more sustainable marketing strategies.Originality/valueThe study contributes to the literature on coffee consumption behaviour and sustainability. First, by analysing actual behaviours rather than intended, the study offers an alternative approach to the dominant paradigm of linear decisions models in the study of sustainable consumption. Second, because CC possess a unique consumption style, different from the mainstream market, the analysis has led towards the identification of alternative sustainable consumption patterns and enablers.

scholarly journals SUSTAINABILITY AND THE CONCEPT OF SHARED VALUE AND THE 4TH INDUSTRIAL REVOLUTION: A BIBLIOMETRIC ANALYSIS OF TWO SCIENTIFIC NETWORKS

2021 ◽  
Vol 32 (2) ◽  
pp. 19-32
Author(s):  
Inge de Wet ◽  
de Kock Imke
Keyword(s):  
Bibliometric Analysis ◽  
Industrial Revolution ◽  
Shared Value ◽  
Business Practices ◽  
Sustainable Business ◽  
Production And Consumption ◽  
Consumption Practices ◽  
Scientific Networks ◽  
Environmentally Friendly Production

The role of the technologies, concepts, and philosophies associated with the Fourth Industrial Revolution (4IR) has been argued to hold significant value in the quest for sustainability. Furthermore, the concept of ‘shared value’ has been put forward as an approach that holds significant value when aiming to bring about socially just, economically fair, and environmentally friendly production and consumption practices. The importance of the link between the concept of shared value and 4IR is explored in this paper using bibliometric analysis, and we expose the different structures of these fields, including keywords, key authors, and the coherence of these two scientific networks in order to uncover areas of integration between them. The findings of this analysis indicate that a clear gap in integration exists; and the opportunity for research in this field could further contribute to the debate on using innovative, contemporary technologies — such as those associated with 4IR — to support approaches to ensure increasingly sustainable business practices, such as shared value.

scholarly journals Produtos Verdes: uma análise comparativa dos valores de consumo entre acadêmicos de administração brasileiros e espanhóis ## Green Products: a comparative analysis of the consumption values between Brazilian and Spanish administration academics

2021 ◽  
Vol 10 (1) ◽  
Author(s):  
Luciana Aparecida Barbieri da Rosa ◽  
Francies Diego Motke ◽  
Leticia Lengler ◽  
Jeanne Margareth Mainardi ◽  
Marcelo Trevisan ◽  
...  
Keyword(s):  
Sustainable Consumption ◽  
Social Value ◽  
Survey Method ◽  
Sustainable Products ◽  
Consumption Values ◽  
Environmental Value ◽  
Functional Value ◽  
Data Collection Instrument ◽  
Brazilian Students ◽  
The One

Atualmente é preciso reavaliar o comportamento do consumidor e seus modos de consumo, pois buscando contribuir para um mundo mais equilibrado, com menos desperdício e impacto ambiental, percebe-se uma maior conscientização da sociedade acerca do que se consome. Neste sentido, este estudo possui como objetivo analisar o comportamento de consumo sustentável e compreender as similaridades e diferenças do consumo de produtos verdes de acadêmicos dos cursos de Administração de uma universidade brasileira e outra, espanhola. Para tanto, utilizou-se o método survey, com uma amostra caracterizada como não-probabilística e por acessibilidade mediante a aplicação de um questionário, que obteve o retorno de 289 respondentes. O instrumento de coleta de dados foi adaptado do estudo desenvolvido por Biswas e Roy (2015), o qual aborda a teoria dos valores de consumo, composta pelo valor funcional, valor social, valor condicional, valor ambiental e valor conhecimento. Os resultados obtidos revelam que, tanto para os acadêmicos brasileiros, quanto para os espanhóis, os constructos valor condicional e valor ambiental apresentaram as maiores médias, enquanto o constructo valor social apresentou uma média baixa. Também se observou que, por um lado, os estudantes brasileiros são mais propensos a adquirir produtos sustentáveis por sugestão de seus grupos sociais e que estão mais preocupados com o fato de que a escassez dos recursos naturais ameace o futuro das gerações posteriores. Por outro lado, os estudantes espanhóis são mais dispostos a comprar produtos de empresas que investem em questões ambientais. ABSTRACTNowadays it is necessary to reevaluate consumer behavior and consumption modes, as seeking to contribute to a more balanced world, with less waste and environmental impact, there is a greater awareness of society about what is consumed. In this sense, this study aims to analyze the sustainable consumption behavior of academics in Administration courses in Brazil and Spain, through comparative research. For this, the survey method was used, with a sample characterized as non-probabilistic and for accessibility through the application of a questionnaire, which obtained the return of 289 respondents. The data collection instrument was adapted from the study developed by Biswas and Roy (2015), which addresses the theory of consumption values, composed of functional value, social value, conditional value, environmental value, and knowledge value. The results obtained reveal that, for both Brazilian and Spanish academics, the conditional value and environmental value constructs had the highest averages, while the social value construct had a low average. It was also noted that, on the one hand, Brazilian students are more likely to purchase sustainable products at the suggestion of their social groups and that they are more concerned that the scarcity of natural resources threatens the future of later generations. On the other hand, Spanish students are more willing to buy products from companies that invest in environmental issues.

Consumerism

2014 ◽  
pp. 1-17
Author(s):  
Ioanna Papasolomou
Keyword(s):  
Historical Development ◽  
Sustainable Consumption ◽  
Compulsive Buying ◽  
Future Research ◽  
Sustainable Marketing ◽  
Definition Of ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship ◽  
Insight Into

This chapter reveals that the term ‘consumerism' encompasses a number of meanings which create confusion regarding the term. The discussion that follows, attempts to distinguish the different perspectives regarding the term by presenting its historical development and discussing the three definitions that have marked it. It explores the relationship between consumerism, marketing and corporate social responsibility (CSR). The growth of consumerism has led to the over-use of marketing which provided a flourishing ground for compulsive buying and consumption. There is evidence in the literature to suggest that in an era of increasing social problems and environmental challenges, there is a need for CSR and sustainable marketing. In fact, the second definition of consumerism is inextricably linked with CSR and societal marketing. The chapter is conceptual in nature and provides an in-depth review and discussion of some fundamental dimensions associated to consumerism based on the existent literature. The overarching aim is to provide an insight into the evolution and growth of consumerism based on the existent literature related to the topic. The discussion also focuses on exploring the relationship between marketing and consumerism shedding light onto compulsive buying, consumer attitudes and concerns on the micro consumerism issues, sustainable consumption and sustainable marketing. The chapter proceeds to raise some concerns related to the impact of the global economic crisis on consumerism by using as an example Cyprus based on the author's observations and thoughts. The chapter concludes with a list of suggestions to practitioners and directions for future research.

Conducting Ethical Research

2015 ◽  
pp. 107-133
Author(s):  
Sunila Lobo
Keyword(s):  
Middle East ◽  
Mobile Devices ◽  
Formal Training ◽  
Rapid Progress ◽  
Social Scientists ◽  
Ethical Research ◽  
Consumption Practices ◽  
Conducting Research ◽  
And Gender ◽  
The 1960S

Since the 1960s, social scientists have explored the ethics of conducting research. However, there is little guidance in conducting ethical research in the more conservative societies of the Middle East. The rapid progress of technology has meant that these societies have been become increasingly networked, even the most restrictive ones, with a growing use of mobile devices. The purpose of the chapter is to describe the reflection on the research conducted on mobile consumption practices of female Saudi youth. The conduct of the research is based on both the researcher's formal training and also, intuitively negotiated, in practice, as she navigated this particularly sensitive context. The influence of the interplay between culture and gender emerges as the researcher reflects on the research conducted. The consideration of the ethics of the research continues post research completion.

Raising Awareness of Responsible Consumption Through Fashion Rentals and Frugal intentions

2022 ◽  
pp. 303-326
Author(s):  
S. Vinusowndarya ◽  
A. Anuradha
Keyword(s):  
Interpersonal Relationships ◽  
Sustainable Consumption ◽  
Structured Interviews ◽  
Cost Factor ◽  
Purchasing Intention ◽  
Raising Awareness ◽  
Responsible Consumption ◽  
Consumption Practices ◽  
Qualitative Phenomenological ◽  
Selection Of

Sustainable consumption practices help to reduce environmental impacts and fosters responsible consumers. Researchers have explored the positive drivers and negative barriers of fashion-conscious consumer (FCC) purchasing intention on fashion clothing. The study also examined the motives and outcomes of the phenomenon, such as rental landscape and frugality. Using the qualitative phenomenological method, researchers conducted 21 in-depth semi-structured interviews in India to tap into FCC's buying intention and experience. From the results of qualitative analysis, researchers identified “emotion” as a new parameter reflecting consumer passion and interpersonal relationships. Different themes emerged, such as selection of the style, attention-seeking, status value, cost factor (uncontrollable), and psychological value, which are the commonly identified motivators. Conceptual framework is developed to understand the perception towards green environment and sustainability. The implications are to improve the sustainable practices in the fashion sector through rental options and frugality.

Manifestation of Ethical Consumption Behaviour through Five Precepts of Buddhism

2016 ◽  
pp. 1591-1611
Author(s):  
Nilanthi Ratnayake ◽  
Dushan Chaminda Jayawickrama
Keyword(s):  
Religious Beliefs ◽  
Sexual Misconduct ◽  
Ethical Consumption ◽  
Ethical Behaviour ◽  
Business Practices ◽  
Ethical Consumerism ◽  
Ethical Consumer ◽  
Consumption Practices ◽  
Responsible Business Practices ◽  
The Mind

Consumption is an essential everyday process. By very nature, it is a means of expressing our moral identities and an outlet for ethical obligations. In more recent years, ethical aspects of consumption have come under greater scrutiny with the emergence of ethical consumption discourses, and are currently associated with a range of consumer behaviours and responsible business practices. To this end, religion is considered an undeniably powerful and concurrently the most successful marketing force that can shape the ethical behaviour, yet under-investigated in consumption practices despite the Corporate Socially Responsibility provoked ethical behaviour. Ethical consumption practices are regularly characterised as consumption activities that avoid harm to other people, animals or the environment where basic Buddhist teachings become more pertinent and practiced in Buddhist communities. This Chapter aims to conceptualise the importance of religious beliefs in ethical consumer behaviour and present the findings of a study that explored whether and how ethical consumerism is reflected through Five Precepts of Buddhism [i.e. (1) abstain from taking life, (2) abstain from stealing, (3) abstain from sexual misconduct, (4) abstain from false speech, and (5) abstain from intoxicants that cloud the mind]. The content of the Chapter contributes to the theory and teaching in the marketing discipline by linking how religious beliefs enhance ethical consumerism that remains largely unexplored.

Broadening the Scope of Ethical Consumer Behaviour

2013 ◽  
Vol 4 (3) ◽  
pp. 38-50
Author(s):  
J. W. Dushan Chaminda ◽  
Nilanthi Ratnayake
Keyword(s):  
Religious Beliefs ◽  
Consumer Behaviour ◽  
Sexual Misconduct ◽  
Ethical Consumption ◽  
Ethical Behaviour ◽  
Business Practices ◽  
Ethical Consumerism ◽  
Ethical Consumer ◽  
Consumption Practices ◽  
Responsible Business Practices

Consumption is an essential everyday process. By very nature, it is a means of expressing our moral identities and an outlet for ethical obligations. In more recent years, ethical aspects of consumption have come under greater scrutiny with the emergence of ethical consumption discourses, and are currently associated with a range of consumer behaviours and responsible business practices. To this end, religion is an undeniably powerful and concurrently the most successful marketing force that can shape the ethical behaviour, yet under-investigated in consumption practices despite Corporate Socially Responsibility provoked ethical behaviour. Ethical consumption practices are regularly characterised as consumption activities that avoid harm to other people, animals or the environment where basic Buddhist teachings become more pertinent and practiced in Buddhist communities. This study conceptualises the importance of religious beliefs in ethical consumer behaviour and through researcher introspection methodology, the study empirically explore whether and how ethical consumerism is reflected through Five Precepts of Buddhism [i.e. (1) abstain from taking life, (2) abstain from stealing, (3) abstain from sexual misconduct, (4) abstain from false speech, and (5) abstain from intoxicants that cloud the mind]. The study contributes to the theory and teaching in the marketing discipline by linking how religious beliefs enhance ethical consumerism that remains largely unexplored.

scholarly journals Entrepreneurial Orientation, Interaction Orientation, and Innovation Performance: A Model of Moderated Mediation

SAGE Open ◽  
2019 ◽  
Vol 9 (4) ◽  
pp. 215824401988514
Author(s):  
Wenhao Song ◽  
Xifang Ma ◽  
Hongyan Yu
Keyword(s):  
Entrepreneurial Orientation ◽  
Innovation Performance ◽  
Strategic Orientation ◽  
Mediation Effect ◽  
Innovation Capability ◽  
Research Model ◽  
Market Driving ◽  
Orientation Interaction ◽  
Market Driven ◽  
Practical Implications

This research explored the relationships between entrepreneurial orientation (EO), interaction orientation (IO), and innovation performance based on resource-based theory. We used two market approaches (market-driving and market-driven) to test our research model. We collected data from the responses of 209 corporations in China. Our findings indicated that both EO and IO positively affected knowledge combination capability (KCC), which contributed to innovation performance. The results indicated that organizational collectivism moderated the link between EO and KCC. It also moderated the mediation effect of EO on firm’s innovation performance by KCC. Interestingly, we found that organizational collectivism moderated the link between IO and KCC and also moderated the mediation of IO on innovation performance by KCC. Our research contributes to the field of strategic orientation and suggests that managers should pay attention to the two market approaches and organizational culture, which can improve innovation performance. Furthermore, this research offers theoretical and practical implications to firm’s innovation capability.

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