Elgar Companion to Marketing and the Sustainable Development Goals

Edited by Ranjit Voola, Associate Professor, Discipline of Marketing, The University of Sydney Business School, The University of Sydney, Jamie Carlson, Professor of Marketing, Newcastle Business School, College of Human and Social Futures, The University of Newcastle, Marian Makkar, Senior Lecturer in Marketing, School of Economics, Finance and Marketing, College of Business and Law, RMIT University, Australia, Carmela Bosangit, Senior Lecturer in Marketing, Cardiff Business School, Cardiff University, UK and Paromita Goswami, Professor of Marketing and Social Innovation, School of Management and Entrepreneurship, Shiv Nadar Institution of Eminence Deemed to be University, Delhi-NCR, India

• ContentsPreface xxiii1 Introduction: driving the UN SDGs forward through marketing 1Ranjit Voola, Jamie Carlson, Marian Makkar, Carmela Bosangit andParomita GoswamiPART I CONSUMER BEHAVIOUR AND THE SUSTAINABLEDEVELOPMENT GOALS2 Washing the Sustainable Development Goals: lessons from thegreenwashing and woke washing literature 13Amanda Spry and Cassandra France3 Authenticity, consumers, and the Sustainable Development Goals 29Ashleigh Powell, Laura Lesar, Afshin Tanouri and Svetlana Bogomolova4 SDG communication: the fine line between green brand myth andgreenwashing perception 45Shafiullah Anis and Juliana A. French5 Embedding SDGs in consumer practices: moving beyond responsibilizingindividuals 63Claudia Gonzalez-Arcos, Alison M. Joubert and Daiane ScarabotoPART II TECHNOLOGICAL INNOVATIONS IN MARKETING AND THE SDGS6 Empowering consumers, empowering brands: marketing technology andthe Sustainable Development Goals 83Irma Dupuis Day, Jamie Carlson, Fotini Delgado and Tamara Bucher7 Transforming public health through social media: insights from ActivityTheory and Customer Experience Design 103Mohammed Saeed J. Al Zahrani and Jessica Wyllie8 Ethical digital strategies: the intersection of customer privacy, socialmedia, and Sustainable Development Goals 123Mohammad M. Rahman, Feisal Murshed, Yi-Chuan Liao and Golam Mostafa9 Empowering underserved communities: leveraging conversational AI forservice inclusion 141Jamie Carlson, Syed Mahmudur Rahman, Noman H. Chowdhury andJana Bowden10 Marketing as a catalyst for sustainable change: navigating the intersectionof technology and the SDGs 159Alex TaylorPART III STRATEGIC MARKETING AND THE PURSUIT OF THE SDGS11 Strategic marketing capabilities and the SDGs 179Siyu Liu and Margaret Jekanyika Matanda12 To be ‘hush-hush’ or ‘talk of the town’? Greenhushing and the SDGs 201Chinmoy Bandyopadhyay13 Navigating marketers through sustainable marketing strategy 213Richard Howarth, M. Bilal Akbar, Paul Randle and Alexis EyrePART IV ENGAGING BASE OF THE PYRAMID MARKETS FORSUSTAINABLE GROWTH14 Sustainable Development Goals and marketing at the bottom of thepyramid 239N.T. Sudarshan Naidu and Rajesh Aithal15 SDG 6 and marketing of government programs 255Mridula S. Mishra16 Market development and livelihood opportunities at the margins: the caseof New Light, a drug rehabilitation center 271Satyendra Nath Mishra17 Agricultural transactions: perspectives from the base of the pyramid 285Jeevan J. Arakal18 Designed in Sweden, made in Vietnam, for the world 305Nguyen Quynh Phuong, Sundar Venkatesh, Manjit S. Sandhu,Santiago Velasquez, Nhu Do Thi Huong and Qui Nguyen NgocPART V EDUCATING MARKETERS FOR A SUSTAINABLE FUTURE19 A framework on embedding SDGs in a stand-alone core subject: the caseof a postgraduate marketing programme 319Kaye Chan and Aimee E. Smith20 Integrating SDGs and ESD competencies by design 335Richard Howarth, Muhammad Mazhar, Seamus Allison and Scott Mills21 Teaching and learning SDGs: the impact of student co-design and livecases on marketing education and practice 359Mary Papakosmas and Mercedez Hinchcliff22 Unpacking the challenges: integrating SDGS into marketing education 375M. Bilal Akbar, Richard Howarth, Alison Lawson and Barbara Tomasella23 Conclusion: marketing’s role and future research in the SDGs and post-2030 UN framework 391Ranjit Voola, Jamie Carlson, Marian Makkar, Carmela Bosangit andParomita Goswami

‘An essential resource for understanding marketing’s pivotal role in promoting sustainable products and practices, engaging stakeholders, and driving consumer behaviour towards more sustainable choices. Aligned with PRME principles, it offers unique insights for educators, researchers, and practitioners committed to responsible management and sustainable development goals. A must-read for catalysing meaningful impact in turbulent times.’