Theory and Practice of Business under Sustainability Principles
Edited by Geoffrey Wells
Chapter 6: Sustainable marketing in principle and practice
This chapter looks at what ‘sustainable marketing’ means for an organization, with particular focus on its implementation at the brand level. Drawing upon current scientific knowledge of consumer behaviour, the chapter examines what marketers can realistically expect in the way of consumer response to an organization’s sustainable marketing efforts. The challenge of how best to communicate organizational sustainability efforts is discussed and the risks of not responding to consumer demand for more sustainable offerings are highlighted.
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