Marketing and Sustainability

Pia A. Albinsson is Professor of Marketing in the Walker College of Business at Appalachian State University, USA. Hugo Guyader is Associate Professor of Marketing at Linköping University, Sweden. Mikael Ottosson is Senior Associate Professor of Marketing at Linköping University, Sweden. Anders Parment is Research Fellow of Marketing at Stockholm Business School in Sweden and teaches regularly at Linköping University, Sweden and University of Innsbruck, Austria.

• Foreword by O. C. Ferrell ixPreface xiiiChapter 1 Marketing and Sustainability: An Overview 1Introduction 2Sustainability Integrated in Everyday Practices 4How Does Sustainability Relate to Marketing? 6The Triple Bottom Line 14Fit for 55 – Tricky Balancing in Many Dimensions 16A Soft and Hard Interpretation of Sustainability 18References 19Chapter 2 Factors Influencing Consumers and Their Sustainability Choices 23Introduction 24General Factors Influencing Consumption 24The Purchase Decision Process 30How to Influence Consumers to Behave More Sustainably 35The SHIFT Framework 38References 49Chapter 3 Is There Such a Thing as Sustainable Consumers? 51Introduction 52Definition of Sustainable Consumption and the “Sustainable Consumer” 53Three Types of Sustainable Consumption 56Overlaps and Goal Conflicts Between Sustainability Dimensions 62Sustainable Customer Segmentation 64How Can We Start Becoming More Sustainable? 66The Attitude-Behavior Gap, or Green Gap 67References 70Chapter 4 Sustainable Marketing Practices 75Introduction 76Sustainable New Product Development 77Defensive, Reactive, and Proactive Approaches to Sustainability 79The Circular Economy 844Rs (or Even 9Rs) to Reach Sustainability 86Scope 1, 2, and 3 Emissions 90Life-Cycle Analysis 90Getting Companies to Walk the Talk 93References 96Chapter 5 Sustainability by Service Provision 99Introduction 100The Development of Service Marketing and Service Research 100From Ownership to Access 102Sustainable Services 107Services in the Sharing Economy 110Critics of the Sharing Economy 114Environmental Effects of the Sharing Economy 118Shared Mobility Services 120References 123Chapter 6 How to Communicate Sustainability Initiatives 127Introduction 128Foundations of Communication are the Same 128Sustainability Communication 130The Importance of Sustainability in Marketing Communications 133Sustainability Claims Differentiate Marketing Communications 136Sustainabilization as Marketing Opportunity 139Beware of Greenwashing 141The Grassroots Revolution 148References 151Chapter 7 Sustainability and Branding 155Introduction 156Are Consumers Ready for Sustainable Brands? 158Building a Sustainable Brand 159Brands’ Role in Sustainability Efforts 163The Branded Society 164Storytelling 167Sustainable Brand Personality 172Deceptive Branding Practices 173Sustainable Brands don’t Engage in Planned Obsolescence 180References 181Chapter 8 Sustainable and Circular Business Models 185Introduction 186The Role of Business Models in Sustainable Development 187Sustainable Business Models 189Sustainable Business Model Innovations 192Circular Business Models (CBMs) 193Product-Service Systems (PSSs) 197Social Enterprises 200Peer-to-Peer Platform Business Models 201Mobility-as-a-Service (MaaS) Business Models 203References 205Chapter 9 Sustainable Value Chains and Marketing Channels 211Introduction 212Sustainable Value Chains 213Greenwashing in Supply Chains 218Challenges in Supply Chain Transparency 219Child Labor in Supply Chains 223Challenges in Achieving Sustainability in Marketing Channels 224Attempts to Make Marketing Channels Sustainable: Greenwashing or Real Change? 226Best Practices in Sustainable Marketing Channels 228Social Sustainability in Marketing Channels 229References 230Chapter 10 Prices of Sustainable Products and Pricing Strategies 235Introduction 236Three Cs of Pricing 236Pricing and Sustainability Interplay 239Sustainability Comes at a Price – Who’s Paying? 240The Price of Sustainable Products 240Certifications, Labels, and Country of Origin 248Smarter Pricing 250References 253Author Acknowledgments 259About the Authors 261Index 263