Marketing for Sustainable Development

Sihem Dekhili is a researcher in marketing at the BETA-CNRS laboratory at the University of Strasbourg, France. Her research focuses on responsible consumption, with topics related to eco-labeling, green communication, fair price and ethical fashion.

• ContentsForeword .John THØGERSENAcknowledgments .Sihem DEKHILIIntroduction .Sihem DEKHILIChapter 1 Opposing the Market Through Responsible Consumption to Transform It 1Abdelmajid AMINE and Mouna BENHALLAM1.1 Introduction 11.2 Corporate adjustment strategies in response to the contestation of market logic 21.2.1 From an adaptive perspective of uprising recovery by the companies… 21.2.2 …to a transformative market logic under pressure from protest movements 41.3. Ideological and institutional categories of expressions of contestation 71.3.1 Towards a redesign of the dominant ideology of the market system 7xiiixviixix1.3.2 Towards reestablishing a relationship of trust with the consumer 81.4 Pragmatic and operational categories of of market contestation 91.4.1 Towards a sustainable reconsideration of product offerings 91.4.2 Towards a necessary reconfiguration of supply and distribution channels 111.5 Conclusion and implications 131.6 References 15Chapter 2 Luxury and Sustainable Development: Companies and the Challenge of Overcoming Consumer Reluctance 19Mohamed Akli ACHABOU and Sihem DEKHILI2.1 Introduction 192.2 The commitment of the luxury sector to sustainability: an unavoidable but risky strategic choice! 202.2.1 From luxury that wastes natural resources to “sustainable luxury” 212.2.2 Luxury companies and the challenge of sustainability 232.3 The perceived contradiction between luxury and sustainable development: origins and solutions 272.3.1 The sources of consumer reluctance towards sustainable luxury offers 272.3.2 What solutions are there for better integrating sustainable development into luxury? 302.4 Conclusion 322.5 References 34Chapter 3 The Fight Against Food Waste: Approaches and Limits to Consumer-based Actions 37Guillaume LE BORGNE, Margot DYEN, Géraldine CHABOUD andMaxime SEBBANE3.1 Introduction 373.2 Food chains under tension, food losing value 383.2.1 Food chains: the interactions and tensions of actors 393.2.2 Giving value back to food? 413.3 Consumer responsibility 423.3.1 Food standardization: An injunction to downgrade products? The case of fruit and vegetables 433.3.2 Combating waste at the consumer level, individualism and accelerated lifestyles: What are the contradictions? 443.4 Reducing food waste in mass catering 453.4.1 Separate, weigh, and inform: A winning strategy? 463.4.2 Towards a collective awareness of sectoral restrictions and the degree of consumer autonomy 473.5 Conclusion 503.6 References 52Chapter 4 Food Waste in Family Settings: What are the Challenges, Practices and Potential Solutions? 55Amélie CLAUZEL, Nathalie GUICHARD and Caroline RICHÉ4.1 Introduction 554.2 The actors in family food waste: everyone is involved! 574.2.1. One family, one way of wasting: many families, many ways? .. 574.2.2 Role and perception of the main members of the family on food waste 614.3 Multifaceted wastage during family consumption at home 654.3.1 Managing shopping: a chronicle of foretold waste 664.3.2 Sorting and storing groceries 694.3.3 During meals: What about waste at the table? 714.3.4 Proposed anti-waste solutions for each stage of consumption 734.4 Conclusion: What about the future? 754.5 References 77Chapter 5 The Packaging-free Product Market: A Renewal of Practices 79Maud DANIEL-CHEVER, Élisa MONNOT, Fanny RENIOU and Lucie SIRIEIX5.1 Introduction 795.2 The characteristics of packaging-free consumption 815.2.1 Where does the enthusiasm for packaging-free products come from? 815.2.2 Consuming packaging-free products 835.2.3. Motivations for and obstacles to packaging-free consumption 845.3 Offerings on the packaging-free product market 885.3.1 Positioning strategies of packaging-free product suppliers 885.3.2 The offering proposed and the range of products 925.3.3 The “logistics, distribution and merchandising” triptych for packaging-free products 945.3.4. Information support for consumers of packaging-free products .. 965.3.5 Revisiting the role of the seller 985.4 Conclusion 1005.5 References 100Chapter 6. The Conditions for Effective Social Communication .. 103Agnès FRANÇOIS-LECOMPTE and Sylvie FOUTREL6.1 Introduction 1036.2 Social communication: a shifting reality 1056.2.1 To say or not to say? 1056.2.2 A triptych to be adapted to different situations 1076.3 How can the credibility of communications be ensured? 1086.3.1 Communicating using proof 1096.3.2 Seeking out external guarantees 1106.3.3 Getting others to talk about you 1116.3.4 A long-term commitment 1126.4 How can CSR provide added value to customers? 1126.4.1 Choosing the adequate themes of communication 1126.4.2 Translating social engagement into customer benefit 1136.4.3 Choosing the right tone for communications 1156.5 Conclusion 1186.6 References 119Chapter 7 The Effectiveness of “Provocation” in Environmental Advertising: Beware of “Greenbashing” 121Sihem DEKHILI and Samer ELHAJJAR7.1 Introduction 1217.2 Greenbashing: clarification of a new concept 1237.2.1 Advertising and contestation 1237.2.2 Environmental advertising: from greenwashing to provocation 1247.2.3 Greenbashing: what are the specificities of environmental advertising? 1267.3 The effects of provocation on the effectiveness of environmental advertising 1287.3.1 The empirical study: an experiment with consumers 1287.3.2 Effect of provocation on the effectiveness of environmental advertising: mixed results 1307.4 Conclusion 1327.5 References 134Chapter 8 How Can We Communicate Effectively About Climate Change? 137Philippe ODOU, Marie SCHILL and Manu NAVARRO8.1 Introduction 1378.2 A gap between awareness and behavior 1398.2.1 Awareness of the threat posed by climate change 1398.2.2 Psychological obstacles to changing our modes of consumption 1408.3 How can we communicate about climate change? 1428.3.1 What kind of communication should be encouraged? 1428.3.2 Which emotions should be focused on in the fight against climate change? 1438.4 Mental representations of climate change among children 1478.4.1 Engagement and representations of children relating to climate change 1488.4.2 How can we talk to children about climate change? 1498.5 Conclusion 1538.6 References 154Chapter 9 Environmental Regulations and Awareness-raising Campaigns: Promoting Behavioral Change through Government Interventions 157Leila ELGAAIED-GAMBIER and Laurent BERTRANDIAS9.1 Introduction 1579.2 Overview of the environmental intervention tools of public authorities 1599.2.1. Coercive environmental measures: the most radical approach .. 1599.2.2 Ecotaxes and financial incentives: taxation as a dissuasion or an incentive 1609.2.3 Environmental information, awareness-raising campaigns and persuasion: the crucial role of education 1619.2.4 Green nudges: using behavioral science to serve environmental public policies 1629.2.5 Towards an optimal regulatory mix 1639.3 Improving the effectiveness of pro-environmental public policies: the contribution of marketing 1679.3.1 Adopting a megamarketing approach to increase the chances of success of pro-environmental measures 1679.3.2 Identifying competing legitimacies and mapping power structures 1689.3.3 Understanding the cognitive patterns of individuals 1699.3.4. Segmenting the “market” to optimize legitimization strategies .. 1719.3.5 Establishing legitimization strategies: the crucial role of communication and education 1729.4 Conclusion 1749.5 References 176Chapter 10 The Repairability of Household Appliances: A Selling Point for Utilitarian Products 179Mickaël DUPRÉ, Patrick GABRIEL and Gaëlle BOULBRY10.1 Introduction 17910.2 Repairability: a complex concept 18010.2.1 Beneficial political incentives 18010.2.2 Environmental labeling: effects that are difficult to grasp 18310.2.3 A limited selling point 18410.3 The effects of a “repairability” label on purchasing behaviors: mixed results 18710.3.1 The study: an experiment using fictitious e-commerce sites 18710.3.2 Understanding labelR: a positive valence 18810.3.3 The effects of the labelR on purchasing decisions: utilitarianism as a moderator 18910.4 Conclusion 19010.5 References 193Chapter 11 The Role of the Fairtrade Label in the Spread of Sustainable Production and Responsible Consumption in West Africa: The Case of Côte d’Ivoire 195Mantiaba COULIBALY-BALLET11.1 Introduction 19511.2 The Fairtrade label: towards sustainable production and responsible consumption 19711.2.1 The position of the Fairtrade label: the quest for sustainable production 19711.2.2 Fairtrade and responsible consumption: a label in search of legitimacy among consumers 20311.3 The application of the Fairtrade label by producer organizations in Côte d’Ivoire: challenges and implications 20711.3.1 Case study 20711.3.2 Accompanying actions for producers: a source of sustainability and responsible consumption 20811.4 Conclusion 21311.5 References 213Chapter 12 Mobile Apps and Environmentally Friendly Consumption: Typology, Mechanisms and Limitations 217Adeline OCHS and Julien SCHMITT12.1 Introduction 21712.2 A typology of environmentally friendly mobile apps 21812.2.1 Environmentally friendly consumption and mobile apps 21812.2.2 The different stages of the purchase decision-making process of environmentally friendly products 22112.3 The influence of mobile apps on behavior 22812.3.1 The cognitive influence of mobile apps 22812.3.2 The social influence of mobile apps 22912.3.3 The emotional influence of mobile apps 23012.4 What are the implications for the different actors in environmentally friendly consumption? 23212.4.1 At the brand level: (re)learning how to communicate 23212.4.2 Much needed regulation 23412.4.3 Taking into account the potential negative effects of mobile apps 23412.5 Conclusion 23512.6 References 236Chapter 13 Digitalization in the Service of Socially Responsible Consumption? Focus on Food Consumption 239Christine GONZALEZ, Béatrice SIADOU-MARTIN and Jean-Marc FERRANDI13.1 Introduction 23913.2 The paradoxes of digitalization and sustainable food 24113.2.1 What compatibility is there between digitalization and sustainable food? 24113.2.2 A critical look at consumer responsibilization 24413.2.3 The environmental impact of digitalization 24613.3 Digital technology: a powerful tool 24813.3.1 Successfully bringing about more responsible behaviors 24813.3.2 A typology of digital tools according to their objectives 25113.4 Conclusion 25613.5 References 258Chapter 14. Augmented Products: The Contribution of Industry 4.0to Sustainable Consumption 261Myriam ERTZ, Shouheng SUN, Émilie BOILY, Gautier Georges Yao QUENUM,Kubiat PATRICK, Yassine LAGHRIB, Damien HALLEGATTE, Julien BOUSQUETand Imen LATROUS14.1 Introduction 26114.2 Infrastructures and processes 26514.2.1 Additive manufacturing and shifts in production paradigms 26514.2.2 The Internet of Things in favor of the automated and remote management of products 26914.3 Analytical capabilities 27214.3.1 Big Data: a 360-degree knowledge of the product 27214.3.2 Artificial intelligence and support for decision-making in managing the life cycle of products 27614.4 Conclusion 27714.5 References 282Conclusion 285Sihem DEKHILIList of Authors 291Index 295ForewordJohn THØGERSENDepartment of Management, Aarhus University, DenmarkSince the Industrial Revolution, humanity has been extremely successful incombating diseases, producing a sufficient supply of food and other necessities andadapting its environments to its needs. However, this success has a downside. Theboom in human production and consumption has led to planetary boundaries for safeoperating spaces being crossed in a range of areas, including climate change,biosphere integrity, biogeochemical flows and land-system change. Humanity isnow so plentiful and powerful that our activities impact basic planetary functions.This development is so radical that scientists speak about a new geological epoch:the Anthropocene. Therefore, humans, for their own sake, must become stewards ofthe planet and get us back into a safe operating space, while maintaining acceptableways of life, as expressed, for example, in the UN’s Sustainable DevelopmentGoals. This is a major task and it is the government’s responsibility to organize andregulate it. However, governments will not be able to prevail without the supportand active engagement of companies and the civil society as both consumers andcitizens.Engaged citizens are a valuable source of knowledge and ideas for new normsand regulations that are adapted to the national and local context. An informedcitizenry is also a prerequisite for achieving the necessary acceptance and supportfor new regulations. In addition, changes in consumer behavior are a prerequisite formany transformations, including the move from fossil to renewable energy, from alinear to a circular economy, and to a more plant-based diet in industrializedcountries.Marketing for Sustainable Development,coordinated by Sihem DEKHILI. © ISTE Ltd 2021.The scientific understanding of global challenges and technical solutions hasincreased tremendously in recent decades, but knowledge and understanding of “thedemand side” is lagging behind. We need more knowledge and understanding ofcitizen-consumers’ concerns, limitations, goals and wants with regards to new andsustainable products, services and wider solutions, as part of a wide range ofsustainability transformations. We also need more knowledge of how to gain theacceptance, support and engagement of the public, as citizens and consumers withdiverse values, needs, wants, resources and contexts.For example, in developed countries, private households are responsiblefor about a third of wasted food and about two thirds of plastic waste. Packagingwaste, most of which is discarded by households, creates significant problems innature. Therefore, consumers need to be actively engaged in closing the loops formaterials that pass through private households in huge volumes for the radical andurgently-needed transformation from a linear to a circular economic model tosucceed. Marketing, as a discipline and practice, has accumulated experiences andinsights and developed effective tools to strengthen consumer acceptance ofrecycled products or products made using recycled materials, and to increase theamount and quality of waste materials that are reused or recycled from households.This book coordinated by Sihem Dekhili is a welcome contribution to advancingour knowledge and understanding of the role of the demand side for sustainabledevelopment and especially about how to mobilize the tools, techniques and insightsof marketing for sustainable development. It offers a range of fresh perspectives onsustainability transformations in the modern digital era, drawing on the creativityand skills of a broad group of researchers. Like marketing in general, its main focusis on individuals as consumers and on creating value for all parties in an exchange asa means to achieve organizational and societal goals. This customer-centricperspective of marketing may be the most important contribution to speeding upsustainability transformations. However, marketing is not limited to commercialexchanges and viewing people as individual consumers. Marketing has proven to bean effective means for attaining massive changes in behaviors and lifestyles,including making citizens aware of the need for sustainability transformations inorder to accept the required regulations. It is important to ensure consumers arewell-informed and understand and trust sustainable products, services and solutions,both to convince them that it is worth their effort and help them to adopt moresustainable goods and practices. Especially, marketing has refined effective tools tohelp consumers make sustainable choices in supermarkets, including crediblesustainability labeling.Mobilizing consumers and engaging them in sustainability transformationsrequires a deep understanding of their diversity, and the ambiguity and conflictsrelated to their goals. Some consumers resist the conventional market system andexperiment with various forms of simpler, sufficiency-oriented lifestyles. Othersmake an effort to choose environmentally-friendly products and services. Still othersare environmentally concerned, but feel unable to do anything because they feel thatthey lack credible environmental information or believe that the tradeoffs areinsurmountable. It is therefore important to differentiate between people withdifferent needs, wants, and abilities and to adapt regulation, education,communication and solutions accordingly. More than any other discipline,marketing has developed insights and effective tools for the segmentation andtargeting of consumers with different needs, wants, and abilities.This book is a much-needed contribution to the understanding of the demandside in sustainability transformations and especially of marketing as a force forchange towards sustainable development goals. It combines a solid foundation in theaccumulated insights of marketing with an appreciation of the specific challengesand opportunities of the current age, including digitalization, mobile applications,machine-to-machine communication and the Internet of Things. These newtechnologies are rapidly changing our lives and when they are used well, they offernew opportunities for supporting responsible consumer behavior and sustainabilitytransformations. This makes this book a useful resource for marketing scholars andpractitioners alike; indeed for everyone who is engaged in the sustainabletransformation of society, in companies, politics, NGOs and the civil society.AcknowledgmentsSihem DEKHILICNRS – BETA, University of Strasbourg, FranceThe journey from an idea born several years ago to the production of this bookhas been an extremely exciting adventure!First of all, my warmest thanks go to the 41 authors of this book who haveshared my enthusiasm for the topic of responsible marketing and its role instrengthening the sustainable development movement. The exchange of ideas anddiscussions has been a source of great richness.All of the authors have brought their expertise to the reflections within theframework of a collective work that has been undertaken in a spirit of attentivelistening and conviviality. This kind of project makes the job of an academic evenmore stimulating.Huge thanks go to John Thøgersen for the Foreword, as well as for hisavailability and great kindness. He is a renowned researcher, whose activities andpublications in the field of sustainable consumption are numerous.I would also like to extend particular thanks to Jean-Marc Ferrandi and PatrickGabriel for their thoughtful advice.Lastly, the aim of proposing a work anchored in action would have beenimpossible without the numerous practitioners who offered their viewpoints andMarketing for Sustainable Development,enriched the analyses of the researchers. If only they could all be thanked here fortheir precious contribution!I hope the readers take as much pleasure from the reading of this book as itsauthors did from creating it!