The objective of this research is to examine the concept of sustainable marketing, and its correlates such as sustainable consumption and sustainable development. The paper utilizes primary (use of questionnaire) and secondary data to analyze the application of the concept of sustainable marketing. This paper focuses primarily on promotion sustainable consumption through the employment of environmental hazard corrective measure-adoption of recycling practices by firms. The paper also identifies major successes in green marketing such as TESCO and Sainsbury.
Drawing from multiple literatures, the research examines issues such as the complexity in the definition of sustainable marketing and the general application of the concept (Skolimowski, H, 1995, p. 69). In this paper it is clear that sustainable marketing is part and parcel of the overall corporate strategy. Unlike the traditional marketers, sustainable marketers are social and societal oriented, they seek to persuade consumers to change their perceptions that have considerable externalities.
The paper concludes by looking at the future of sustainable marketing and the main points that marketers should consider so as to improve sustainable marketing. In order for marketing to be significant in sustainable economic development, there has to be a critical reassessment of theory of marketing. The traditional “societal marketing” and the contemporary “green marketing” totter towards improving the association between marketing and environmental welfare.
Sustainable marketing requires the finding of optimal regulatory frameworks which are to for govern the role which marketing plays within a particular ecological context. OVERVIEW Fuller (1999, p. 4) defines sustainable marketing as: “the process of planning, implementing and controlling the development, pricing, promotion and distribution of products in a manner that satisfies the following three criteria: (1) customers needs are met, (2) organizational goals are attained, and (3) the process is compatible with the ecosystem”.
According to the American Marketing Association (AMA), sustainable marketing is considered as the life-cycle approach to “Green Marketing, from designing better sustainable products and to finding sustainable ways to build sales in your business. ” (Institute of Ecolonomics 2009, p. 1). On the other hand, green marketing is the marketing of environmentally friendly goods. Sustainable Marketing is viewed as a tool for communicating Sustainability. It is a way of inspiring and educating customers on environmental issues.
Green marketing includes a myriad of activities: product modification, production process changes, packaging changes, and improved advertising. Other terms used are “Environmental Marketing, Ecological Marketing and sustainable marketing. ” In general, sustainable marketing includes the following set of activities; branding, building market coalition, internet marketing, Creation of new business models, increasing sales, the development, and demonstration of business, educating employees and customers, and promotion of sustainability (Cohen, M.J, 2005, p. 25).
The concept of sustainability is being adopted all over the world. Most countries, firms and individuals are resorting to measures that can ensure that the future generations also have the opportunity to enjoy. However, the concept of sustainability has not been received fully by consumers-and even firms. Hence, there is need for sustainable marketing in order to enlighten the consumer about sustainable products. This is why marketers need to research more on the subject so as to ensure that firms also reap benefits of sustainability.
LITERATURE REVIEW Over the past few decades, many scholars of marketing have been addressing contemporary in marketing issues such as environmental or social issues (see review by Kilbourne and Beckmann 1998, p. 513). These papers have provided insights to the application of the concept of marketing to these non-commercial issues. However, other researchers argue that the broadness of environmental and social issues stand in the way for creating a holistic marketing approach to them.
Fuller (1999, p. 5); van Dam and Apeldoorn (1996, p.45) argue that sustainable marketing has been presented as an umbrella that covers traditional applications of marketing are merged with environmental and social issues. Moreover, it is widely known that consumption is a key element of growth and consequently results in increased living standards. However, an increase in consumption can be consequentially injurious, especially when the resource used is scarce – this will lead to a slump in the overall standards of living. One of the current approaches to the management of consumption is the shift from usual commercial view of marketing to the more holistic view of sustainable marketing.
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