Summary Complete overview of Socially Responsible Marketing
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Module
Socially responsible marketing (D0O51A)
Institution
Katholieke Universiteit Leuven (KU Leuven)
This document contains fully typed knowledge clips, along with the powerpoint and info from the on-campus lessons. This document can be useful when taking the open book exam. Includes a very detailed explanation of the topic.
ON CAMPUS – INTRODUCTION (CLASS 1) ......................................................................................................... 7
SUSTAINABILITY ................................................................................................................................................. 7
What is sustainability? .............................................................................................................................. 7
sustainability ............................................................................................................................................. 7
Regeneration............................................................................................................................................. 8
Sustainability is a shared responsibility ...................................................................................................... 8
SOCIALLY RESPONSIBLE MARKETING ........................................................................................................................ 9
Relation between sustainability and marketing? ........................................................................................ 9
Profit versus non-profit .............................................................................................................................. 9
Profit and non-profit growing towards each other ................................................................................... 10
Challenging the distinction between profit and non-profit ........................................................................ 10
ONLINE – MARKETING AND SUSTAINABILITY (1) ............................................................................................ 10
THE CONNECTION BETWEEN SUSTAINABILITY AND MARKETING ..................................................................................... 10
Evolution of marketing ............................................................................................................................ 10
Customer is central in marketing ............................................................................................................. 11
Need for sustainable marketing ............................................................................................................... 11
Marketing and sustainability ................................................................................................................... 11
INTEGRATION OF SUSTAIBAILTY IN THE MARKETING STRATEGY...................................................................................... 12
How to make the marketing process more sustainable? ........................................................................... 12
Integration of sustainability in marketing ................................................................................................ 13
Integration of sustainability in the marketing strategy and the brand positioning..................................... 13
Distinction between profit and non-profit ................................................................................................ 13
Social economy........................................................................................................................................ 13
Social enterprises and marketing… .......................................................................................................... 14
Example: full integration of sustainability in brand positioning ................................................................. 14
Example: progressive brand activism ....................................................................................................... 14
Example: no full integration of sustainability in brand positioning ............................................................ 14
Example: partial integration of sustainability in brand positioning ........................................................... 15
INTEGRATION OF SUSTAINABILITY IN THE MARKETING MIX........................................................................................... 15
Sustainable product................................................................................................................................. 15
Sustainable price ..................................................................................................................................... 17
Sustainable distribution ........................................................................................................................... 19
ON CAMPUS – CLASS 2 ................................................................................................................................... 20
Is sustainability important to consumers? ................................................................................................ 20
Attitude-behaviour gap ........................................................................................................................... 20
What makes it so hard for consumers to make more sustainable choices?................................................ 20
Materialism............................................................................................................................................. 20
Responsibility of marketing in materialism and overconsumption? ........................................................... 20
Influence of marketing............................................................................................................................. 23
Consumption ð positive self-concept....................................................................................................... 23
Cognitive dissonance: attack of positive self-concept ............................................................................... 23
Sharing economy ..................................................................................................................................... 24
ONLINE – INTEGRATION OF SUSTAINABILITY MARKETING (CLASS 2).............................................................. 25
SUSTAINABLE PROMOTION ............................................................................................................................... 25
Sustainable marketing communication .................................................................................................... 25
1
, Social Corporate Responsibility ................................................................................................................ 25
Communication about sustainable efforts and CSR .................................................................................. 25
SUSTAINABILITY REPORT .................................................................................................................................... 26
Internal communication tool.................................................................................................................... 26
External communication tool ................................................................................................................... 26
GRI Standards ......................................................................................................................................... 27
Sustainability report: transparency or simulacrum? ................................................................................. 27
example: what does the ‘agreement on sustainable garments and textile’? ............................................. 30
SOCIAL MEDIA ................................................................................................................................................. 30
LABELS .......................................................................................................................................................... 35
Labels...................................................................................................................................................... 35
Engagement versus guarantee ................................................................................................................ 35
Benefits of labels ..................................................................................................................................... 35
Disadvantages of labels ........................................................................................................................... 36
Help for consumers in understanding labels ............................................................................................. 36
Smart labels ............................................................................................................................................ 37
SUSTAINABLE CUSTOMER JOURNEY ....................................................................................................................... 37
Employees ............................................................................................................................................... 37
Ecosystem ............................................................................................................................................... 37
Co-creation and sustainability ................................................................................................................. 37
Digitalization and sustainability ............................................................................................................... 38
ON CAMPUS – CLASS 3 ................................................................................................................................... 38
EXERCISE 1: H&M SUSTAINABILITY REPORT COUNTER ACCOUNTING ANALYSIS............................................. 38
EXERCISE 2: GREENWASHING ...................................................................................................................... 38
Greenwashing is… ................................................................................................................................... 38
When is communication about sustainability greenwashing? ................................................................... 38
Exercise ................................................................................................................................................... 38
ONLINE – INTEGRATION OF SUSTAINABILITY IN MARKETING (CLASS 3) ......................................................... 39
CSR AND MARKETING ....................................................................................................................................... 39
Benefits of CSR for consumers (Alhouti & D’Souza) ................................................................................... 39
CSR as an exchange ................................................................................................................................. 39
Potential of CSR to create value ............................................................................................................... 39
Potential drawbacks of CSR communication............................................................................................. 42
ON CAMPUS – CLASS 4 ................................................................................................................................... 43
EXERCISE 1: H&M SUSTAINABILITY REPORT COUNTER ACCOUNTING ANALYSIS............................................. 43
EXERCISE 2: GREENWASHING ...................................................................................................................... 43
ONLINE – WHAT IS SOCIAL MARKETING? (CLASS 5) ........................................................................................ 44
BACKGROUND PAPERS ...................................................................................................................................... 44
PAPER 1 – SOCIAL MARKETING: AN APPROACH TO PLANNED SOCIAL CHANGE ................................................................. 44
Planned social change: the Origin ............................................................................................................ 44
What is marketing? ................................................................................................................................. 44
Early phase: social advertising ................................................................................................................. 45
From Social advertising to Social Marketing ............................................................................................. 45
The challenge .......................................................................................................................................... 45
Social Marketing: Product........................................................................................................................ 45
Social Marketing: Place ........................................................................................................................... 45
2
, Social marketing: Price ............................................................................................................................ 46
Challenges............................................................................................................................................... 46
PAPER 2 – SOCIAL MARKETING: ITS DEFINITION AND DOMAIN..................................................................................... 46
Fast forward to 1994: sharpening up the field .......................................................................................... 46
Sharpening up the field............................................................................................................................ 46
Sharper definition .................................................................................................................................... 47
Analyzing the definition ........................................................................................................................... 47
Guidelines (best practices) ....................................................................................................................... 47
PAPER 3 – CARROTS, STICKS, AND PROMISES: A CONCEPTUAL FRAMEWORK FOR THE MANAGEMENT OF PUBLIC HEALTH AND SOCIAL
ISSUE BEHAVIORS ............................................................................................................................................. 48
Social Marketing in the societal context ................................................................................................... 48
Education ................................................................................................................................................ 48
Law ......................................................................................................................................................... 48
Vague boundaries ................................................................................................................................... 49
Relevant concepts ................................................................................................................................... 49
Free choice .............................................................................................................................................. 50
Moa framework ...................................................................................................................................... 50
Characterize your market ........................................................................................................................ 51
To consider.............................................................................................................................................. 51
Conclusion ............................................................................................................................................... 52
ONLINE – HUMAN DECISION MAKING (CLASS 6) ............................................................................................ 52
DUAL SYSTEM-THEORY ...................................................................................................................................... 52
Dual system-theory and behavior ............................................................................................................ 52
Social marketing...................................................................................................................................... 54
BACKGROUND PAPERS ...................................................................................................................................... 54
PAPER 1 – HEART AND MIND IN CONFLICT: THE INTERPLAY OF AFFECT AND COGNITION IN CONSUMER DECISION MAKING ........... 54
Dual-systems theory in action .................................................................................................................. 54
PAPER 2 – THE EFFECTS OF APPETITIVE STIMULI ON OUT-OF DOMAIN CONSUMPTION IMPATIENCE ........................................ 56
Introduction ............................................................................................................................................ 56
Pilot study ............................................................................................................................................... 56
Overal summary of this section ................................................................................................................ 58
ONLINE – SAVING ENERGY (CLASS 7) .............................................................................................................. 58
Energy consumption feedback ................................................................................................................. 58
More than information ............................................................................................................................ 59
Project: Smart communities ..................................................................................................................... 59
Recommendations................................................................................................................................... 60
ONLINE – SOCIAL MARKETING OF HEALTHY EATING (CLASS 8) ....................................................................... 60
BACKGROUND PAPERS ...................................................................................................................................... 60
PAPER 1 – BOSTIN VALUE: AND INTERVENTION TO INCREASE FRUIT AND VEGETABLE CONSUMPTION IN A DEPRIVED NEIGHBORHOOD
OF DUDLEY, UK .............................................................................................................................................. 60
Case study ............................................................................................................................................... 60
Development........................................................................................................................................... 61
Implementation....................................................................................................................................... 61
Evaluation ............................................................................................................................................... 62
Findings .................................................................................................................................................. 62
Discussion ............................................................................................................................................... 63
PAPER 2 – HEALTHY CONVENIENCE: NUDGING STUDENTS TOWARD HEALTHIER CHOICES IN THE LUNCHROOM ........................... 63
3
, Turning convenience against unhealthy eating ........................................................................................ 63
Field study in the school lunch room ........................................................................................................ 63
PAPER 3 – TOWARDS A BEHAVIORAL VACCINE: EXPOSURE TO ACCESSIBLE TEMPTATION WHEN SELF-REGULATION IS ENDORSED
ENHANCES FUTURE RESISTANCE TO SIMILAR TEMPTATIONS IN CHILDREN ......................................................................... 65
Introduction ............................................................................................................................................ 65
Proof of concept ...................................................................................................................................... 65
Pre-exposure ........................................................................................................................................... 65
General findings: consumption in phase 2 ................................................................................................ 65
Present study .......................................................................................................................................... 66
Fine-tuning the ‘delay of gratification’ paradigm to increase success in phase 1 ....................................... 66
Study 1 .................................................................................................................................................... 66
Study 2 .................................................................................................................................................... 66
Follow-up studies .................................................................................................................................... 67
OVERALL CONCLUSION ...................................................................................................................................... 68
ONLINE – TOWARDS SUSTAIABLE TRAVEL BEHAVIOR (CLASS 9) ..................................................................... 68
ROADMAP ...................................................................................................................................................... 68
The explanandum: travel behavior........................................................................................................... 69
PROBLEMS AND CHALLENGES .............................................................................................................................. 71
The (most salient part of the) problem ..................................................................................................... 71
Direct emissions are not the only problem................................................................................................ 71
The risk of cycling .................................................................................................................................... 71
Back to the car ........................................................................................................................................ 72
Conclusions ............................................................................................................................................. 73
EXPLAINING AND CHANGING TRAVEL BEHAVIOR ....................................................................................................... 73
The importance of understanding behavior.............................................................................................. 73
Different approaches to explaining behavior ............................................................................................ 73
COGNITIVE APPROACHES ................................................................................................................................... 74
Theory of planned behavior ..................................................................................................................... 74
One problem: the (attitude-)intention-behavior gap................................................................................. 74
One contributor: habits ........................................................................................................................... 75
Benefitting from broken habits - Intervention........................................................................................... 76
Theory of planned behavior + .................................................................................................................. 77
Implementation intentions ...................................................................................................................... 77
Conclusions ............................................................................................................................................. 78
BEHAVIOR-ANALYTIC APPROACHES ....................................................................................................................... 78
Marketing: communicating consequences ............................................................................................... 78
Feedback: showing consequences ............................................................................................................ 79
Incentives: changing consequences.......................................................................................................... 79
Incentives: gamification........................................................................................................................... 80
Many more consequences to be changed ................................................................................................. 80
The social ideology of the motorcar ......................................................................................................... 80
Removing barriers to cycling .................................................................................................................... 80
Conclusions ............................................................................................................................................. 80
Campbell paradigm ................................................................................................................................. 81
RESEARCH AT BEE ........................................................................................................................................... 82
The problem ............................................................................................................................................ 82
The common solution .............................................................................................................................. 82
The alternative solution ........................................................................................................................... 82
The-pro environmental behavior task (PEBT)............................................................................................ 83
ON CAMPUS – CLASS 9 ................................................................................................................................... 84
EXERCISES ...................................................................................................................................................... 84
Exercise 1 ................................................................................................................................................ 84
Exercise 2 – Moderating factors ............................................................................................................... 84
Focus on interactions............................................................................................................................... 85
ONLINE – TRIGGERING PROSOCIAL BEHAVIOR OR COOPERATION (CLASS 10) ................................................ 85
INTRODUCTION ............................................................................................................................................... 85
BACKGROUND PAPERS ...................................................................................................................................... 86
PAPER 1 – COOPERATION AS ADAPTATION TO PERSISTENT RISK OF NATURAL DISASTERS: EVIDENCE FROM A NATURAL EXPERIMENT
................................................................................................................................................................... 86
Cooperation as Adaptation to Persistent Risk of Natural Disasters: Evidence from a Natural Experiment .. 86
PAPER 2 – SOCIAL PREFERENCES AND AGRICULTURAL INNOVATION: AN EXPERIMENTAL CASE STUDY FROM ETHIOPIA. ................ 89
Social preferences and agricultural innovation: an experimental case study from Ethiopia........................ 89
OVERALL CONCLUSION ...................................................................................................................................... 91
ON CAMPUS – CLASS 10 ................................................................................................................................. 91
SUMMARY ..................................................................................................................................................... 91
Prosocial behavior ................................................................................................................................... 91
Questions ................................................................................................................................................ 92
Things that trigger prosocial behavior...................................................................................................... 92
Things that hinder prosocial behavior ...................................................................................................... 92
ONLINE – FUNDRAISING (CLASS 11) ............................................................................................................... 92
INTRODUCTION TO FUNDRAISING ......................................................................................................................... 92
Introduction ............................................................................................................................................ 92
Non-profit organizations ......................................................................................................................... 92
Challenges faced by the nonprofit sector.................................................................................................. 95
DONOR INSIGHTS ............................................................................................................................................. 96
Fundraising ............................................................................................................................................. 96
Segmentation of donors .......................................................................................................................... 96
Motivations to donate ............................................................................................................................. 97
Theories that explain why some charities are more popular than others................................................... 98
FUNDRAISING CHANNELS ................................................................................................................................... 99
Fundraising channels ............................................................................................................................... 99
Communication and fundraising ............................................................................................................ 100
Acquisition and retention....................................................................................................................... 100
Regular gifts and one-off gifts ............................................................................................................... 100
Online and offline .................................................................................................................................. 101
New fundraising channels...................................................................................................................... 101
DONOR RETENTION ........................................................................................................................................ 102
Retention .............................................................................................................................................. 102
Generations .......................................................................................................................................... 102
Generation Y ......................................................................................................................................... 103
ON CAMPUS – CLASS 11 ............................................................................................................................... 107
EXERCISES .................................................................................................................................................... 107
EXERCISE 1: DONOR RETENTION AMONG GENERATION Y ...................................................................... 107
5
, EXERCISE 2: FUNDRAISING FOR UNPOPULAR CAUSES ............................................................................ 107
ONLINE – MARKETING ETHICS (CLASS 12)..................................................................................................... 108
ISSUES WITH MARKETING ETHICS ........................................................................................................................ 108
Doing well while doing good? ................................................................................................................ 109
IMPORTANCE OF MARKETING ETHICS ................................................................................................................... 111
INTRODUCTION TO THE HUNT-VITELLMODEL ............................................................................................ 112
Deontology and teleology ...................................................................................................................... 113
Hunt-Vitell model .................................................................................................................................. 114
HUNT-VITELL MODEL: EXPLANATION ......................................................................................................... 115
What happened next? ........................................................................................................................... 119
ON CAMPUS – CLASS 12 ............................................................................................................................... 121
EXERCISES .................................................................................................................................................... 121
Exercise 1 .............................................................................................................................................. 121
Exercise 2 .............................................................................................................................................. 121
ETHICS IN MARKETING: PROFIT VERSUS NONPROFIT ................................................................................................ 121
Profit versus nonprofit ethics ................................................................................................................. 121
6
,ON CAMPUS – INTRODUCTION (CLASS 1)
SUSTAINABILITY
WHAT IS SUSTAINABILITY?
Sustainable development = “development that meets the needs of the present generation, without
compromising the ability of future generations to meet their own needs.”
SUSTAINABILITY
The sustainable development goals help to reach sustainability
- Part of 2030 sustainable development agenda
- All countries
- 17 goals with specific targets that have to be met at 2030
- Whole world: people, stakeholders, companies, government ð everybody is responsible to achieving
the goals
John Elkington (1994) was very instrumental in putting sustainability high on the agenda of companies.
Important in the evolution, he introduced the triple bottom line in 1994:
- 3 P’s
o People
o Profit
o Planet
- Goal
o Let people and entrepreneurs think more critically about the future of capitalism
- Idea
o Create more balance between profit on the one side and people and planet on the other
7
,For a very long time, many companies used the P of profit very dominantly, it stayed the most important thing.
Many companies only invested in planet and people when it was profitable. Even today, the P of profit is the
most dominant.
Thanks to the SDG’s, we can see a shift. Many companies and governments take their responsibility to achieve
other goals of the SDG’s like poverty, climate change, wealth being,…Shift where the 3P’s (5P’s today) more
and more integrate the P of profit with the other P’s ð still a lot of work
REGENERATION
Regeneration puts life at the center of every action and decision. It applies to all of life—grasslands, farms,
insects, forests, fish, wetlands, coastlands, and oceans—and it applies equally to family, communities, cities,
schools, religion, commerce, and governments. And most spectacularly to climate.
- Regeneration is a response to the urgency of the climate crisis, a determined what-to-do manual for
all levels of society, from individuals to national governments and everything and everyone in
between. It describes a system of interlocking initiatives that can stem the climate crisis in one
generation.
- If we want to get the attention of humanity, humanity needs to feel it is getting attention.
Regeneration creates livelihoods that bring life to people and people to life. It is work that links us to
each other’s wellbeing, that provides those in poverty with purpose and a future of dignity and
respect
Rise of importance for sustainability but some people want to go further and beyond the SDG’s ð regeneration
in the world. It’s not enough to minimize the negative impact on people and planet, we have to regenerate and
restore the negative impact we had in the past. We have to take into account, and put first, life as a central
SUSTAINABILITY IS A SHARED RESPONSIBILITY
Sustainability and the SDG’s are important ð responsibility of everyone to achieve the SDG’s because every has
their responsibility.
- Governments
- Companies
- Consumers
- …
…all have to contribute to a more sustainable world
8
, SOCIALLY RESPONSIBLE MARKETING
RELATION BETWEEN SUSTAINABILITY AND MARKETING?
There is a link between sustainability and marketing. Marketing often gets seen as a driver to
overconsumption, etc. So many people have a negative idea about marketing and sustainability. According to
the article (Marketing and sustainability, Jones et al. 2007) marketing and sustainability have a lot to offer each
other, they go hand in hand and can reinforce each other. There are 2 important questions to answer in the
lectures:
- Sustainability can help marketing: how can we make marketing more sustainable?
- Marketing can help sustainability: how can we use marketing to promote sustainable behavior? ð
social marketing
PROFIT VERSUS NON-PROFIT
The first question is related to the industry, commercial companies, profit sector, etc. The second question is
more related to non-profit organizations and governments. They often use social marketing to try and adapt
the behavior of people. As an organization you choose between profit or non-profit, money or social economic
mission. Very different worlds ð the two sectors are based on two totally different ground systems:
- Combination of values and principles that determines how an organization operates
- Moral framework that sets boundaries in which an
organization:
o Takes decisions
o Works
o Thinks
- Identifies you as a non-profit or profit
PROFIT NON-PROFIT
Goals Goals
Social mission, maximization of wellbeing of
Maximization of profit and Shareholder value
people and planet
Values and principles Values and principles
Growth Solidarity
Competition Safety
Efficiency and effectiveness Risk aversion
Individuality Collective, for everyone
Short term Long term
Economies of scale as basis of success Market forces result in a lack of solidarity
9
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