Abstract
This study explains the impact and role of sustainability marketing in the changing business scenario. It discusses and explores the link between sustainability marketing and brand equity leading to consumers’ preference for the brand in the present era, which is governed by strict environmental regulations and greater societal expectations. The role of sustainable practices is also discussed in the context of channel relationship wherein it is emphasized that the sustainable practices undertaken by the firms would enhance the relationship with their channel partners with similar orientation. The study also discusses that sustainability fuels innovation in a firm. The sustainability marketing practices in a firm are expected to drive innovation since sustainability requires utilizing limited resources in an optimal manner. This study also considers the role of sustainability marketing in shaping the behaviour of consumers towards responsible consumption. It touches upon the potential role of social marketing to alter the behaviour of consumers resulting in responsible consumption. The study highlights some important outcomes of sustainability marketing, which have relevant implications for marketers in emerging markets.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
- 2.
- 3.
References
Aaker, D. A. (1991). Managing brand equity. San Francisco: Free Press.
Achrol, R. S., Reve, T., & Stern, L. W. (1983). The environment of marketing channel dyads: A framework for comparative analysis. Journal of Marketing, 47, 55–67.
Andreasen, A. (1995). Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco, CA: Jossey-Bass.
Anderson, E., Lodish, L. M., & Weitz, B. A. (1987). Resource allocation behavior in conventional channels. Journal of Marketing Research, 24(1), 85–97.
Antil, J. H. (1984). Socially responsible consumers: Profile and implications for public policy. Journal of Macromarketing, 4, 18–39.
Bloom, P. N., & Novelli, W. D. (1981). Problems and challenges in social marketing. Journal of Marketing, 45, 79–88.
Bonn, I., & Fisher, J. (2008). Sustainability: The missing ingredient in strategy. Journal of Business Strategy, 32(1), 5–14.
Bridges, C. M., & Wilhelm, W. B. (2008). Going beyond green: The “why and how” of integrating sustainability into the marketing curriculum. Journal of Marketing Education, 30, 33–46.
Brown, J., & Day, R. (1981). Measures of manifest conflict in distribution channels. Journal of Marketing Research, 18, 263–274.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319.
Cooper, R. G. (2001). Wining at new products. Cambridge, Mass: Perseus Publishing.
Drucker, P. (1958). Marketing and economic development. Journal of Marketing, 22, 252–259.
Fisk, G. (1973). Criteria for a theory of responsible consumption. Journal of Marketing, 37, 24–31.
Fox, K. F., & Kotler, P. (1980). The marketing of social causes: the first 10 years. The Journal of marketing, 24–33.
Fry, M.-L., & Polonsky, M. J. (2004). Examining the unintended consequences of marketing. Journal of Business Research, 57, 1303–1306.
Fuller, D. A. (1999). Sustainable marketing: Managerial-ecological issues. Thousand Oaks, CA: Sage Publications.
Gilani, S. N., & Sharif, B. (2011). Impact of social marketing on consumption reduction. Journal of Applied Business and Economics, 12(5), 111–124.
Gorchels, L., Marien, E., & West, C. (2004). The managers guide to distribution channels. New York: The McGraw-Hill Companies Inc.
Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163.
Grewal, D., & Levy, M. (2008). Marketing. New York, NY: McGraw-Hill/Irwin.
Hansen, E. G., Grosse-Dunker, F., & Reichwald, R. (2009). Sustainability innovation cube—A framework to evaluate sustainability-oriented innovations. International Journal of Innovation Management, 13(4), 683–713.
Hart, S. L. (1997). Beyond greening: Strategies for a sustainable world. Harvard Business Review, 75(1), 66–76.
Hockerts, K. (2008). Managerial perceptions of the business case for corporate social responsibility. CBS Working Paper Series, no. 03-2007. Frederiksberg: Copenhagen Business School.
Hunt, S.D. (2011). Sustainable marketing, equity, and economic growth: A resource-advantage, economic freedom approach. Journal of Academy of Marketing Science, 39, 7–20.
Hunt, S., & Nevin, J. (1974). Power in a channel of distribution: Sources and consequences. Journal of Marketing Research, 11, 186–193.
Jackson, T. (2005). Motivating sustainable consumption: A review of evidence on consumer behaviour and behaviour change. A report to the sustainable development research network. London: Policy Studies Institute.
Jurgens, J., & Haanæs, K. (2011). Companies from emerging markets are the new sustainability champions. Retrieved from https://www.theguardian.com/sustainable-business/blog/emerging-markets-sustainability-leaders.
Kang, S., & Hur, W.-M. (2011). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management. https://doi.org/10.1002/csr.281.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260.
Kotlcr, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35, 3–12.
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132–135.
Kotler, P., & Keller, K. (2006). Marketing management. New Jersey, NJ: Pearson/Prentice Hall.
Kotler, P., & Armstrong, G. (2008). Principles of marketing. New Jersey, NJ: Pearson/Prentice Hall.
Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life (2nd ed.). California: Sage Publications.
Kumar, B. (2012). Theory of planned behaviour approach to understand the purchasing behaviour for environmentally sustainable products (No. WP2012-12-08). Indian Institute of Management Ahmedabad, Research and Publication Department.
Kumar, B. (2016). Factors affecting adoption of green products among youths: A conceptual framework based on evidence from India. International Journal of Indian Culture and Business Management, 13(1), 111–126.
Kumar, B., & Dholakia, N. (2016). toward pro-sustainability actions: A macro-behavioral perspective. In Marketing in and for a sustainable society (pp. 169–192). Emerald Group Publishing Limited.
Kumar, B., & Bhaskar, K. (2016). Electronic waste and sustainability: Reflections on a rising global challenge. Markets, Globalization & Development Review, 1(1).
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1–9.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.
Manget, J., Roche, C., & Munnich, F. (2009). Capturing the green advantage for consumer companies. Boston, MA: Boston Consulting Group.
McEachern, M. G., Schröder, M. J. A., Willock, J., Whitelock, J., & Mason, R. (2007). Exploring ethical brand extensions and consumer buying behaviour: The RSPCA and the “Freedom Food” brand. Journal of Product & Brand Management, 16(3), 168–177.
McKenzie-Mohr, D. (2000). Promoting sustainable behavior: An introduction to community-based social marketing. Journal of Social Issues, 56, 543–554.
McKenzie-Mohr, D., & Smith, W. (1999). Fostering sustainable behavior: An introduction to community-based social marketing (2nd ed.). Gabriola Island, British Columbia, Canada: New Society.
Mont, O. (2004). Institutionalisation of sustainable consumption patterns based on shared use. Ecological Economics, 50(1–2), 135–153.
Murray, A., Haynes, K., & Hudson, L. J. (2010). Collaborating to achieve corporate social responsibility and sustainability? Possibility and problems. Sustainability Accounting, Management and Policy Journal, 1(2), 161–177.
Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39–51.
Nidumolu, R., Prahalad, C. K., & Rangaswami, M. R. (2009). Why sustainability is now the key driver of innovation. Harvard Business Review, 87(9), 56–64.
Niininen, O., Szivas, E., & Riley, M. (2004). Destination loyalty and repeat behaviour: An application of optimum stimulation measurement. International Journal of Tourism Research, 6, 439–447.
Nkamnebe, A. D. (2011). Sustainability marketing in the emerging markets: Imperatives, challenges, and agenda setting. International Journal of Emerging Markets, 6(3), 217–232.
Ottman, J. A. (1998). Green marketing: Opportunity for innovation (2nd ed.). Lincolnwood, IL: NTC Business Books.
Park, C. S., & Srinivasan, V. S. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271–288.
Peattie, K. (1995). Environmental marketing management: Meeting the green challenge. Financial Times Management.
Peattie, K. (2001). Towards sustainability: The third age of green marketing. The Marketing Review, 2(2), 129–146.
Peattie, K., & Peattie, S. (2003). Ready to fly solo? Reducing social marketing’s dependence on commercial marketing theory. Marketing Theory, 3(3), 365–385.
Peattie, K., & Peattie, S. (2009). Social marketing: A pathway to consumption reduction? Journal of Business Research, 62, 260–268.
Peattie, K., & Collins, A. (2009). Perspectives on sustainable consumption. International Journal of Consumer Studies, 33, 107–112.
Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–293.
Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment, 11(5), 285–297.
Salzmann, O., Steger, U., & Ionescu-Somers, A. (2008). Determinants of corporate sustainability management: An empirical contingency approach. In J. Schwalbach (Ed.), Zeitschrift für Betriebswirtschaft (pp. 1–22). Wiesbaden, Germany: Gabler.
Smith, P. A. C., & Sharicz, C. (2011). The shift needed for sustainability. Learning Organization, 18(1), 73–86.
Stern, L., & El-Ansary, A. (1982). Marketing channels (2nd ed.). Englewood Cliffs, N.J.: Prentice-Hall.
van Dam, Y. K., & Apeldoorn, P. A. C. (1996). Sustainable marketing. Journal of Macromarketing, 16(2), 45–56.
Vaccaro, V. L., & Cohn, D. Y. (2010). Green marketing strategies, diffusion of innovation and global consumer values for sustainability. Northeast Business & Economics Association, 596–598.
Verplanken, B., & Wood, W. (2006). Interventions to break and create consumer habits. Journal of Public Policy and Marketing, 25(1), 90–103.
Yasin, N. M., Noor, M. N., & Mohamad, O. (2007). Does image of country-of-origin matter to brand equity? Journal of Product & Brand Management, 16(1), 38–48.
Zikmund, W. G., & Stanton, W. J. (1971). Recycling solid wastes: A channels-of-distribution problem. Journal of Marketing, 35, 34–39.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Kumar, B. (2018). Sustainability Marketing and Its Outcomes: A Discussion in the Context of Emerging Markets. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_30
Download citation
DOI: https://doi.org/10.1007/978-981-10-6505-7_30
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-6504-0
Online ISBN: 978-981-10-6505-7
eBook Packages: Business and ManagementBusiness and Management (R0)