All slides & notes from colleges and knowledge clips are gathered in this document. Also guest lectures and exercises. In fact, everything you need to pass the open book exam ;)) Good luck!
On campus – introduction (class 1) ....................................................................................................................................7
Content .........................................................................................................................................................................7
How can we make marketing more sustainable? ........................................................................................................7
How can we use marketing to promote sustainable behavior?....................................................................................7
Marketing ethics .......................................................................................................................................................7
Sustainability.................................................................................................................................................................8
What is sustainability.................................................................................................................................................8
Sustainability.............................................................................................................................................................8
Regeneration.............................................................................................................................................................9
Sustainability is shared responsibility ....................................................................................................................... 10
Socially responsible marketing ..................................................................................................................................... 10
Relation between sustainability and marketing? ...................................................................................................... 10
Profit vs non-profit .................................................................................................................................................. 11
Profit and non-profit growing towards each other .................................................................................................... 11
Challenging the distinction between profit and non-profit ........................................................................................ 12
Online – marketing and sustainability .............................................................................................................................13
Knowledge clip 1: the connection between sustainability and marketing ....................................................................... 13
Evolution of marketing ............................................................................................................................................ 13
Customer is central in marketing.............................................................................................................................. 13
Need for sustainable marketing ............................................................................................................................... 13
Product and consumer-oriented marketing in function of profit maximization and growth........................................ 14
Impact of transformations on evolution in marketing ............................................................................................... 14
Marketing and sustainablity..................................................................................................................................... 16
Knowledge clip 2: integration of sustainability in marketing strategy ............................................................................ 17
How to make the marketing process more sustainable? ........................................................................................... 17
Integration of sustainability in marketing ................................................................................................................. 18
Regenerative marketing........................................................................................................................................... 18
Article: shaping circular service ecosystems, fehrer et al. (2023) ............................................................................... 19
Integration of sustainability in the marketing strategy and the brand positioning...................................................... 20
Distinction between profit and non-profit ................................................................................................................ 20
Social economy ....................................................................................................................................................... 20
Social enterprises and marketing... .......................................................................................................................... 21
Knowledge clip 3: hinderers of integration of sustainability in marketing....................................................................... 22
Article: drivers and hinderers of (un)sustainable service: a systems view, koskela-houtari et al. (2023) ...................... 22
On campus - class 2 .........................................................................................................................................................27
Consumers’ responsibility for more sustainability.......................................................................................................... 27
Is sustainability important to consumers?..................................................................................................................... 27
Attitude-behavior gap.................................................................................................................................................. 28
What makes it so hard for consumers to make more sustainable choices?..................................................................... 28
Consumption à positive self-concept ...................................................................................................................... 28
Cognitive dissonance: attack of positive self-concept ............................................................................................... 28
Materialism................................................................................................................................................................. 29
Responsibility of marketing in materialism and overconsumption? ........................................................................... 29
Online – integration of sustainability in the marketing implementationand the customer journey..................................33
Customer journey ........................................................................................................................................................ 33
Ecosystem ............................................................................................................................................................... 33
Employees............................................................................................................................................................... 33
Co-creation and sustainability.................................................................................................................................. 34
Digitalization and sustainability................................................................................................................................ 34
Sustainable product ..................................................................................................................................................... 35
Sustainable price ......................................................................................................................................................... 37
Sustainable distribution ............................................................................................................................................... 38
Promotion ................................................................................................................................................................... 40
Sustainable marketing communication..................................................................................................................... 40
Communication about sustainable efforts and csr .................................................................................................... 40
Report ......................................................................................................................................................................... 41
Internal communication tool.................................................................................................................................... 41
External communication tool ................................................................................................................................... 41
Gri standards........................................................................................................................................................... 41
Sustainability report (sr): transparency or simulacrum? ............................................................................................ 42
Class 3: interactive session on sustainability and promotion ...........................................................................................45
Exercise 1: h&m sustainability report counter accounting analysis ................................................................................ 45
Exercise 2: greenwashing ............................................................................................................................................. 46
Online: social media, labels, csr & marketing ..................................................................................................................47
Social media ................................................................................................................................................................ 47
Labels.......................................................................................................................................................................... 52
Engagement versus guarantee ................................................................................................................................. 52
Benefits of labels ..................................................................................................................................................... 52
Disadvantages of labels ........................................................................................................................................... 52
Help for consumers in understanding labels ............................................................................................................. 53
Smart labels ............................................................................................................................................................ 53
Csr & marketing........................................................................................................................................................... 54
Benefits of csr for consumers (alhouti & d’souza) ..................................................................................................... 54
Csr as an exchange .................................................................................................................................................. 54
Potential of csr to create value ................................................................................................................................ 54
Potential drawbacks of csr communication .............................................................................................................. 58
Conclusion .............................................................................................................................................................. 59
Class 4 – guest lecture by roua al hanouti ........................................................................................................................60
Why studying refugees: humanitarian values in sustainable marketing ......................................................................... 60
Overview................................................................................................................................................................. 60
Refugees as vulnerable, marginalized consumers ..................................................................................................... 60
Refugees struggles with market resources ............................................................................................................... 60
Why studying refugees and similar consumer groups?.............................................................................................. 61
Group assignment ................................................................................................................................................... 62
Online – what is social marketing? (class 5) .....................................................................................................................63
Paper 1 – social marketing: an approach to planned social change ............................................................................... 63
Planned social change: the origin ............................................................................................................................. 63
What is marketing? ................................................................................................................................................. 63
Early phase: social advertising.................................................................................................................................. 63
From social advertising to social marketing .............................................................................................................. 64
2
, The challenge .......................................................................................................................................................... 64
Social marketing: product ........................................................................................................................................ 64
Social marketing: promotion.................................................................................................................................... 65
Social marketing: place ............................................................................................................................................ 65
Social marketing: price ............................................................................................................................................ 65
Challenges............................................................................................................................................................... 65
Paper 2 – social marketing: its definition and domain ................................................................................................... 68
Fast forward to 1994: sharpening up the field .......................................................................................................... 68
Sharpening up the field............................................................................................................................................ 68
Sharper definition.................................................................................................................................................... 68
Analyzing the definition ........................................................................................................................................... 68
Guidelines (best practices) ....................................................................................................................................... 69
Paper 3 – carrots, sticks, and promises: a conceptual framework for the management of public health and social issue
behaviors .................................................................................................................................................................... 71
Social marketing in the societal context ................................................................................................................... 71
Education ................................................................................................................................................................ 71
Law ......................................................................................................................................................................... 71
Vague boundaries.................................................................................................................................................... 71
Relevant concepts ................................................................................................................................................... 72
Free choice.............................................................................................................................................................. 73
Moa framework ...................................................................................................................................................... 73
Characterize your market ........................................................................................................................................ 74
To consider ............................................................................................................................................................. 74
Conclusion .............................................................................................................................................................. 75
Class 5 – interactive session: what is social marketing .....................................................................................................76
Definition .................................................................................................................................................................... 76
Objectives ................................................................................................................................................................... 76
Key components .......................................................................................................................................................... 76
Key components: marketing mix (4ps) .......................................................................................................................... 77
Components of stimulating behaviour change .............................................................................................................. 77
Successful campaigns .................................................................................................................................................. 77
Online – human decision making (class 6) .......................................................................................................................78
Dual system-theory...................................................................................................................................................... 78
Dual system-theory and behavior ............................................................................................................................ 78
Social marketing ...................................................................................................................................................... 79
Background papers ...................................................................................................................................................... 80
Paper 1 – heart and mind in conflict: the interplay of affect and cognition in consumer decision making ........................ 80
Dual-systems theory in action .................................................................................................................................. 80
Paper 2 – the effects of appetitive stimuli on out-of domain consumption impatience ................................................... 82
Introduction ............................................................................................................................................................ 82
Pilot study ............................................................................................................................................................... 82
Overal summary of this section................................................................................................................................ 83
Class 6 – human decision making ....................................................................................................................................84
Summary dual system theory ....................................................................................................................................... 84
Implications of the dual theory..................................................................................................................................... 84
Online – healthy eating (class 7) ......................................................................................................................................87
Paper 1 – bostin value: and intervention to increase fruit and vegetable consumption in a deprived neighborhood of
dudley, uk.................................................................................................................................................................... 87
Case study............................................................................................................................................................... 87
Development .......................................................................................................................................................... 88
3
, Implementation ...................................................................................................................................................... 88
Evaluation ............................................................................................................................................................... 88
Findings .................................................................................................................................................................. 89
Discussion ............................................................................................................................................................... 89
Paper 2 – healthy convenience: nudging students toward healthier choices in the lunchroom ........................................ 90
Turning convenience against unhealthy eating ......................................................................................................... 90
Field study in the school lunch room ........................................................................................................................ 90
Paper 3 – towards a behavioral vaccine: exposure to accessible temptation when self-regulation is endorsed enhances
future resistance to similar temptations in children....................................................................................................... 91
Introduction ............................................................................................................................................................ 91
Proof of concept...................................................................................................................................................... 91
Pre-exposure........................................................................................................................................................... 92
General findings: consumption in phase 2 ................................................................................................................ 92
Present study .......................................................................................................................................................... 92
Fine-tuning the ‘delay of gratification’ paradigm to increase success in phase 1 ........................................................ 92
Study 1.................................................................................................................................................................... 93
Study 2.................................................................................................................................................................... 93
Follow-up studies .................................................................................................................................................... 94
Overall conclusion ................................................................................................................................................... 95
In class – applications: stimulating healthy eating (class 8) ..............................................................................................96
Online – sustainable transportation (class 8) ...................................................................................................................98
Roadmap..................................................................................................................................................................... 98
The explanandum: travel behavior ........................................................................................................................... 98
Problems and challenges ........................................................................................................................................... 100
The (most salient part of the) problem................................................................................................................... 100
Direct emissions are not the only problem ............................................................................................................. 100
The risk of cycling .................................................................................................................................................. 100
Conclusions ........................................................................................................................................................... 101
Explaining and changing travel behavior .................................................................................................................... 102
The importance of understanding behavior............................................................................................................ 102
Different approaches to explaining behavior .......................................................................................................... 102
Cognitive approaches ................................................................................................................................................ 102
One problem: the (attitude-)intention-behavior gap............................................................................................... 103
One contributor: habits ......................................................................................................................................... 103
Benefitting from broken habits - intervention ........................................................................................................ 104
Theory of planned behavior + ................................................................................................................................ 105
Implementation intentions .................................................................................................................................... 105
Conclusions ........................................................................................................................................................... 105
Behavior-analytic approaches .................................................................................................................................... 106
Marketing: communicating consequences ............................................................................................................. 106
Feedback: showing consequences.......................................................................................................................... 106
Incentives: changing consequences........................................................................................................................ 107
Incentives: gamification ......................................................................................................................................... 107
Many more consequences to be changed .............................................................................................................. 108
The social ideology of the motorcar ....................................................................................................................... 108
Removing barriers to cycling .................................................................................................................................. 108
Conclusions ........................................................................................................................................................... 108
Campbell paradigm ............................................................................................................................................... 108
Research at bee ......................................................................................................................................................... 109
The problem.......................................................................................................................................................... 109
The common solution ............................................................................................................................................ 110
The alternative solution ......................................................................................................................................... 110
The-pro environmental behavior task (pebt) .......................................................................................................... 110
Conclusion ................................................................................................................................................................. 111
On campus – excercises on sustainable transportation (class 8) (18/4) .......................................................................... 112
4
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
√ Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper LeonoreVH. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €9,49. Je zit daarna nergens aan vast.
