This essay deals with the impacts of the economical growth on the market and the marketing. The focus lies on environmental sustainability.
The economic growth in the last 2 decades has led to the lifting of over 660 million people from poverty but have also led to the raisin of the levels of incomes of millions. However, such developments at the expense of environmental sustainability has come at the expense of the poor communities and the environment. Despite the growth patterns recorded in the last couple of decades, environmental sustainability has in the recent years become a contemporary challenge as billions of people still lack access to services such as electricity, access to clean water and are malnourished. Top executives of companies have started to deal with unique and complex environmental challenges. The majority of the executives are still hesitant to adopt sustainable strategies to the core of the operations of the firms including in marketing due to the belief that the costs are higher than the benefits. Such beliefs are contrary to the academic research and the bottom line benefits of sustainable marketing practices.
Environmental sustainability as a contemporary challenge that has a number of influence on the marketing practices, markets and consumers amongst others. Environmental sustainability has had significant impacts on the consumers in a number of ways. The research indicates that B2B and B2C clients have increasingly adopted a sustainable view where sustainability of the company is used by the consumers in the consumer purchase behavior. In the recent years, the consumers have become increasingly interested in environmentally friendly alternatives thus creating markets for the sustainability. The consumer expectation has led to the push for the businesses to develop the sustainable products.
Table of Contents
1. Introduction
2. Literature review
3. Conclusion
Objectives & Core Topics
The primary objective of this work is to analyze the intersection of environmental sustainability and modern marketing practices, exploring how firms can integrate sustainability into their core operations to create competitive advantages and meet evolving consumer expectations.
- The impact of environmental sustainability on B2B and B2C marketing strategies.
- The shift from traditional marketing models to relationship-based sustainable marketing.
- Practical applications of sustainability in industries such as heavy machinery and electronics.
- The role of supply chain management and build-to-order (BTO) processes in sustainability.
- Consumer attitudes and the gap between environmental awareness and actual purchasing behavior.
Excerpt from the Book
Introduction
The economic growth in the last 2 decades have led to the lifting of over 660 million people from poverty but have also led to the raisin of the levels of incomes of millions. However, such developments at the expense of environmental sustainability has come at the expense of the poor communities and the environment. Despite the growth patterns recorded in the last couple of decades, environmental sustainability has in the recent years become a contemporary challenge as billions of people still lack access to services such as electricity, access to clean water and are malnourished. Top executives of companies have started to deal with unique and complex environmental challenges (Whelan and Fink, 2016). The majority of the executives are still hesitant to adopt sustainable strategies to the core of the operations of the firms including in marketing due to the belief that the costs are higher than the benefits. Such beliefs are contrary to the academic research and the bottom line benefits of sustainable marketing practices.
Environmental sustainability as a contemporary challenge that has a number of influence on the marketing practices, markets and consumers amongst others. Environmental sustainability has had significant impacts on the consumers in a number of ways. The research indicates that B2B and B2C clients have increasingly adopted a sustainable view where sustainability of the company is used by the consumers in the consumer purchase behavior (Heck and Yidan, 2013). In the recent years, the consumers have become increasingly interested in environmentally friendly alternatives thus creating markets for the sustainability. The consumer expectation has led to the push for the businesses to develop the sustainable products. Grubor and Milovanov (2017) noted that there still exists an attitude and behavior gap especially in the inconsistency between the attitudes of the consumers and the consumer purchase behavior.
Chapter Summaries
Introduction: Provides an overview of the conflict between economic growth and environmental sustainability, highlighting the necessity for firms to adopt sustainable marketing practices.
Literature review: Examines foundational theories such as Corporate Social Responsibility (CSR) and the Triple Bottom Line (TBL) in the context of modern marketing strategies.
Conclusion: Summarizes the necessity of embedding sustainability into corporate strategy for long-term survival and competitive advantage, while providing recommendations for future research.
Keywords
Environmental Sustainability, Sustainable Marketing, Consumer Behavior, Corporate Social Responsibility, Triple Bottom Line, Build to Order, Green Supply Chain, Market Positioning, Remanufacturing, Stakeholder Engagement, Brand Equity, Customer Satisfaction, Economic Growth, Sustainable Competitive Advantage, Marketing Practices.
Frequently Asked Questions
What is the core focus of this publication?
The work focuses on the integration of environmental sustainability into corporate marketing strategies and how this transition affects firm performance, consumer relations, and supply chain operations.
What are the primary thematic areas covered?
Key areas include the evolution of marketing paradigms, the influence of sustainability on B2B and B2C purchasing behaviors, industrial applications of sustainable manufacturing, and the role of corporate reporting.
What is the central research aim?
The aim is to identify how businesses can move beyond traditional, short-term marketing views towards a sustainable model that creates value for both the company and the environment.
Which scientific methodology is utilized?
The work employs a comprehensive literature review, synthesizing scholarly research, theoretical models, and practical industry case studies to evaluate current sustainable marketing trends.
What topics are addressed in the main body?
The main body covers theoretical frameworks like the Triple Bottom Line, the shift in consumer attitudes, supply chain innovations like Build-to-Order (BTO), and strategies for successful market positioning through sustainability.
Which keywords best characterize this work?
The work is defined by concepts such as Sustainable Marketing, Circular Economy, Green Supply Chain, Stakeholder Transparency, and Customer-Centric Sustainability.
How does the author view the 'attitude-behavior gap' in consumers?
The author recognizes the inconsistency between consumer environmental attitudes and actual purchasing behavior, noting that firms must overcome this by aligning sustainability with tangible product value.
What role does the heavy machinery industry play in this study?
The heavy machinery sector, specifically companies like John Deere, serves as a practical example of how Build-to-Order (BTO) processes reduce waste, cut costs, and improve customer satisfaction through customization.
How does remanufacturing benefit the electronics sector?
Remanufacturing extends the product life cycle, addresses the challenge of harmful components in electronic waste, and meets the demand of price-sensitive market segments in developing countries.
- Quote paper
- David Onditi (Author), 2020, Environmental sustainability as a contemporary challenge and its impacts on the marketing, Munich, GRIN Verlag, https://www.grin.com/document/979986
