Sustainability Marketing

FRANK-MARTIN BELZ is a Professor at the Technische Universität München (TUM School of Management), specializing in sustainability marketing and corporate social responsibility. With extensive research in sustainable business practices, he has authored numerous academic publications and co-authored multiple editions of Sustainability Marketing: A Global Perspective. His work focuses on integrating sustainability into marketing strategies, consumer behavior, and innovation. KEN PEATTIE is a Professor at Cardiff Business School and former Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability, and Society (BRASS). A leading expert in sustainability marketing, he has published extensively on corporate responsibility, green marketing, and sustainable business models. His research bridges academia and industry, shaping the development of ethical and environmentally responsible marketing strategies. NAZ ONEL is a Professor of Business Administration at Stockton University, School of Business, USA. She serves as President of the Northeast Business & Economics Association (NBEA) and Editor-in-Chief of SAM Advanced Management Journal (SAMAMJ). Committed to scholarship, innovation, and transformative research, she actively publishes and contributes to her field. Her work focuses on driving meaningful change at the intersection of business, marketing, sustainability, and consumer behavior.

• Preface xiAcknowledgements xvPart I Understanding Sustainability and Marketing 11 Marketing in the Twenty- First Century 3A Very Short History of the World 5The Twentieth Century: The Century that Transformed the World 6Sustainable Development 8Challenges for the Twenty- First Century 10The Evolution of Marketing Thought 16Beyond ‘Modern’ Marketing 172 Framing Sustainability Marketing 25Marketing in Context 27Elements of Sustainability Marketing 34Corporate Context: Corporate Social Responsibility 37Part II Developing Sustainability Marketing Opportunities 473 Socio- Ecological Issues 49Socio- Ecological Issues on a Macro Level 51Socio- Ecological Impact of Products on a Micro Level 614 Sustainable Consumer Behaviour 80Sustainability and Consumption 83The Consumption Process 88Understanding Sustainable Consumer Behaviour 92Contextualising Sustainable Consumer Behaviour 101Harnessing Sustainable Consumer Behaviour 104Part III Developing Sustainability Marketing Standards and Strategies 1195 Sustainability Marketing Values and Objectives 121Sustainability Marketing: Challenging Basic Assumptions 123Sustainability Marketing Values: Brand Ethos 128Sustainability Marketing Objectives: The Triple Bottom Line 1346 Sustainability Marketing Strategies 144Marketing Strategy and Sustainability 147Understanding the Marketing Environment 148Developing a Sustainability Marketing Strategy 158Part IV Developing the Sustainability Marketing Mix 1817 Customer Solutions 183Marketing Myopia 185Customer (Pre-)Purchase Solutions 185Customer Use Solutions 188Customer Post- Use Solutions 192Sustainability Branding 1958 Communications 207The Ambivalence of Communication 209Sustainability Communication – Getting the Message Right 213Sustainability Communication – Getting the Message Across 217Ambassadors and Advocates: Who Communicates for Us? 225Sustainability Marketing Claims: Keeping Things Credible 2319 Customer Cost 246Total Customer Cost: The Consumer Perspective 248Total Customer Cost: The Marketer Perspective 25210 Convenience 271Consumption and Convenience 273Convenience in Purchase 275Convenience in Use 282Convenience in Post- Use 284Online Convenience 286Part V Developing the Future of Sustainability Marketing 29311 Sustainability Marketing Transformations 295Sustainability Marketing Transformation: The Inside–Out Perspective 297Corporate Transformations 299Market Transformations 304Political Transformations 307Social Transformations 308Sustainability Marketing Transformations: Possibilities and Problems 31112 Reframing Sustainability Marketing 318Thinking Again About Sustainability Marketing 320Towards a More Sustainable Economy 323From Sustainability Micromarketing to Sustainability Macromarketing 328Social Marketing and Sustainability 332Towards a Prosperous ‘One Planet’ Society 335Conclusions: A Final Rethink 337Index 347