The marketing of sustainability

Peattie, Ken 2025. The marketing of sustainability. 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, London: Routledge, (10.4324/9781003412397-34)

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Abstract

This chapter considers the relationship between marketing and sustainability from the perspective of the need to market the concept of sustainability itself to gain support for it as a policy goal and as an aspect of people’s behaviour as consumers and citizens. It considers why sustainability might represent a ‘hard sell’ in practice, despite being something that has widespread support in principle. It considers a range of stakeholders who can promote sustainability including businesses, NGOs, governments, media, ordinary citizens and a range of ‘influencers’. It also considers the role of education, including marketing education specifically, in generating a better understanding of, and enthusiasm for, sustainability.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Routledge
ISBN:	9781032535043
Last Modified:	09 Jun 2025 10:31
URI:	https://orca.cardiff.ac.uk/id/eprint/178429

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