Effective Marketing Communication and Changes in Consumer Behavior Reflecting Sustainable Marketing Practices
A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic and Business Aspects of Sustainability".
Deadline for manuscript submissions: closed (31 March 2024) | Viewed by 13479
Special Issue Editor
Special Issue Information
Dear Colleagues,
Today consumers’ purchase decisions are not just influenced by functional and emotional criteria, but they also actively consider socio-ecological factors. Therefore, to address such a changing consumer behavior, marketers have been focusing on sustainable marketing. Sustainable marketing according to Fuller (2000) is “a process of planning, implementing and controlling the development, price-formation and distribution of a product in a way that guarantees adherence to the following three criteria: (1) satisfying consumer needs; (2) guaranteeing the achievement of the organization’s goals; (3) the whole process being in harmony with the ecosystem.” Thus, consumers and firms alike emphasize consumption practices and marketing messages, respectively that try to find a balance between the needs of the current generation and the needs of the future generation (Peattie, 2001). Research in the sustainable marketing field shows that “more and more consumers would rather buy goods and services from companies that are concerned for the environment, which is why company managers and owners have to add the ecological vector to the administration" (Kotler, 2011).
The aim of the Special Issue is to explore recent advancements in sustainable marketing. We are interested in papers that explore how firms implement sustainable marketing practices, and how they communicate them to consumers. Furthermore, we are also looking for papers that explore the how customers respond to firms’ sustainable marketing practices and messages. Apart from market forces, the implementation of sustainable marketing practices is governed by regulatory framework. Therefore, we welcome papers that explore the role of regulatory guidelines in shaping sustainable marketing practices.
Suggest themes.
a) How are firms implementing their marketing messages to inform customers about their sustainable efforts?
b) How do customers respond to the firm’s sustainable marketing messages?
c) What is the role of the regulatory framework in supporting sustainable marketing?
d)What are the cross-country differences in firms’ sustainable marketing practices and customers’ responses to them.
References
Fuller, D. A. Sustainable Marketing: Managerial-Ecological Issues. Sage: Thousand Oaks, CA, USA. 2000.
Peattie, K. Towards Sustainability: The Third Age of Green Marketing, Mark. Rev. 2001, 2, pp. 129-146.
I look forward to receiving your contributions.
Dr. Ashish Kumar
Guest Editor
Manuscript Submission Information
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Keywords
- sustainable marketing practices
- consumer behavior
- sustainable marketing practices
