Peattie, Ken
2025.
The sustainability challenge for marketing (and vice versa).
Peattie, Ken  ORCID: https://orcid.org/0000-0003-3969-0531, De Angelis, Roberta ORCID: https://orcid.org/0000-0002-8324-454X, Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657 and Strong, Carolyn, eds.
The Routledge Companion to Marketing & Sustainability,
Abingdon:
Routledge,
(10.4324/9781003412397-3)
|
Abstract
This chapter explains the relationship between marketing and sustainability. It provides a brief history of the evolution of marketing ending with the three phases it has gone through in its relationship to socio-environmental challenges: early ‘Ecological’ marketing as a response to emerging environmental crises in the 1970s; ‘Green’ or ‘Environmental’ marketing in the 1980s and 1990s that sought competitive advantage through socially and environmentally responsible strategies as a response to increasing consumer concern; and the ‘Sustainability’ marketing of the new millennium involving more systematic changes to corporate strategies, business models, consumer lifestyles and market systems in pursuit of greater sustainability. The evolution of marketing scholarship addressing sustainability is summarised with three key themes emerging from it: the importance of a ‘macromarketing’ perspective, a systems perspective and a balancing of early environmental concerns with a complementary focus on social justice to allow marketing to fully embrace sustainability. The implications of sustainability for the marketing disciplines are explored in terms of changes to the fundamental questions about the purposes and practices of marketing. This chapter ends with consideration of the potential of marketing to play a transformative role in shifting our societies and the production and consumptions systems within them towards a substantially more sustainable future.
| Item Type: | Book Section |
|---|---|
| Date Type: | Publication |
| Status: | Published |
| Schools: | Schools > Business (Including Economics) |
| Publisher: | Routledge |
| ISBN: | 9781032535043 |
| Last Modified: | 09 Jun 2025 11:01 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/178420 |
Actions (repository staff only)
 |
Edit Item |
Dimensions
Dimensions