Edited by Lucia A. Reisch and John Thøgersen
Chapter 6: Sustainability marketing
Within any consumer society, most of what we consume will have been marketed to us. Not just the goods and services that we associate with the notion of ‘consumption’, but also the public services we use, the charities we patronize, the politicians we vote for, the places we visit and even the institutions and ideas that we think of as part of our society. There will be exceptions to this, such as when people grow their own food, make their own furniture or entertainment, or generate their own energy. In poorer countries, consumption on a self-sufficiency and barter basis outside the formal economy may be the norm for many citizens. Within consumer economies however our consumption is facilitated and influenced by marketing thinking, processes and practices, and for that reason marketing sometimes takes the blame for the unsustainable nature of our consumption (Kjellberg 2008). Despite this, marketing can play a pivotal role in developing more sustainable systems of production and consumption within our societies in future (Belz and Peattie 2012).
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