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Sustainable and Ethical Marketing (6314M0379Y) - Summary Articles + Lecture Clips
Extensive summary of all mandatory readings and lecture clips for the UvA Master elective Sustainable and Ethical Marketing.
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Door: nelliereynolds • 3 jaar geleden
Door: nienkesteenks • 3 jaar geleden
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Table of contentsWEEK 1 - INTRODUCTION SUSTAINABLE AND ETHICAL MARKETING .................................................................2
ELKINGTON (2018) – 25 YEARS AGO I COINED THE PHRASE “TRIPLE BOTTOM LINE” .........................................................2
GORDON (2011) – A FRAMEWORK FOR SUSTAINABLE MARKETING ................................................................................2
LECTURE CLIP WEEK 1.........................................................................................................................................5
WEEK 2 – CONSUMER RESPONSES TO CORPORATE SOCIAL RESPONSIBILITY & IRRESPONSIBILITY;
GREENWASHING...............................................................................................................................................8
LECTURE CLIPS WEEK 2 .......................................................................................................................................8
ELLEN (2006) – BUILDING CORPORATE ASSOCIATIONS: CONSUMER ATTRIBUTIONS FOR CSR PROGRAMS ............................. 21
ASHFORTH (1989) – SOCIAL IDENTITY THEORY (SIT) AND THE ORGANIZATION............................................................... 21
SEN (2016) – CORPORATE SOCIAL RESPONSIBILITY: A CONSUMER PSYCHOLOGY PERSPECTIVE ............................................ 22
EINWILLER (2006) – ENOUGH IS ENOUGH! WHEN IDENTIFICATION NO LONGER PREVENTS NEGATIVE CORPORATE ASSOCIATIONS
................................................................................................................................................................... 23
EINWILLER (2019) – WHEN CSR-BASED IDENTIFICATION BACKFIRES: TESTING THE EFFECT OF CSR-RELATED NEGATIVE PUBLICITY
................................................................................................................................................................... 24
WAGNER (2009) – CORPORATE HYPOCRISY: OVERCOMING THE THREAT OF INCONSISTENT CSR PERCEPTIONS ...................... 25
WEEK 3 – CONSUMER BEHAVIOR CHANGE & NUDGING .................................................................................27
WHITE (2019) – HOW TO SHIFT CONSUMER BEHAVIORS TO BE MORE SUSTAINABLE: A LITERATURE REVIEW AND GUIDING
FRAMEWORK.................................................................................................................................................. 27
GOLDSTEIN (2008) – A ROOM WITH A VIEWPOINT: USING SOCIAL NORMS TO MOTIVATE ENVIRONMENTAL CONSERVATION IN
HOTELS ......................................................................................................................................................... 28
WHITE (2014) – THE MOTIVATING ROLE OF DISSOCIATIVE OUT-GROUPS IN ENCOURAGING POSITIVE CONSUMER BEHAVIORS.. 30
SUNSTEIN (2014) – NUDGING: A VERY SHORT GUIDE ............................................................................................... 31
LECTURE CLIPS WEEK 3 ..................................................................................................................................... 32
WEEK 4 - CORPORATE SOCIAL MARKETING, DEMARKETING & BRAND ACTIVISM ...........................................39
EILERT (2020) – THE ACTIVIST COMPANY: EXAMINING A COMPANY’S PURSUIT OF SOCIETAL CHANGE THROUGH CORPORATE
ACTIVISM ...................................................................................................................................................... 39
GOSSEN (2019) – WHY AND HOW COMMERCIAL MARKETING SHOULD PROMOTE SUFFICIENT CONSUMPTION ...................... 42
REICH (2016) – GREEN DEMARKETING IN ADVERTISEMENTS: COMPARING “BUY GREEN” AND “BUY LESS” APPEALS IN PRODUCT
AND INSTITUTIONAL ADVERTISING CONTEXTS ......................................................................................................... 46
LECTURE CLIPS WEEK 4 ..................................................................................................................................... 47
WEEK 7 – SUSTAINABLE BUSINESS MODELS ...................................................................................................50
KORTMANN (2016) – OPEN BUSINESS MODELS AND CLOSED-LOOP VALUE CHAINS ........................................................ 50
STAHEL (2016) – THE CIRCULAR ECONOMY .......................................................................................................... 54
BOCKER & MEELEN (2017) - SHARING FOR PEOPLE, PLANET, OR PROFIT? .................................................................... 56
HOOD (2016) – MAKE RECYCLED GOODS COVETABLE ............................................................................................. 56
LECTURE CLIPS WEEK 7 ..................................................................................................................................... 57
, Week 1 - Introduction Sustainable and Ethical Marketing
Elkington (2018) – 25 Years ago I coined the Phrase “Triple Bottom Line”
The “triple bottom line” (i.e. TBL or 3BL) challenge was a sustainability framework that
examines a company’s social, environmental, and economic impact, either value added or
destroyed. It was supposed to provoke deeper thinking about capitalism and its future, to stop
focusing solely on profits and expand focus on improving the lives of people and health of the
planet. However, this goal has been forgotten and this “triple bottom line” thinking only has
been reduced to a mere accounting tool, balancing tradeoffs instead of actually doing things
differently. While there have been successes on sustainability goals, still our climate, water
resources, oceans, forests, soils (=bodems) and biodiversity are increasingly threatened.
There are many options available to become more sustainable (e.g. sharing and circular
economies, Carbon Productivity etc.) but the problem is that we have failed to benchmark
progress across these options on the basis of their real-world impact. As a result, the
thousands of TBL reports that are produced annually are not analyzed in ways that truly help
decision-makers track, understand, and manage the effects of human activity.
Now, a new concept of “recall” needs to continue to outstrip the planetary boundaries.
TBL’s original goal was system change – pushing toward the transformation of capitalism with
a focus of breakthrough change, disruption, asymmetric growth (with unsustainable sectors
actively sidelined), and the scaling of next generation market solutions – not just an
accounting system. However, there are some leading business such as Unilever for example,
that did move in this direction of system change!
B corporations à Businesses that meet the highest standards of verified social and
environmental performance, transparency, and legal accountability to balance profit and
purpose. They are legally required to consider the impact on their decisions on their workers,
customers, suppliers, community, and the environment. Thus, this is a community of leaders,
driving a global movement of people using business as a force for good (e.g. Ben & Jerry’s,
Patagonia, Tony’s, Dopper etc.). These firms are configured around the TBL.
Gordon (2011) – A framework for sustainable marketing
Sustainability = The consumption of goods and services that meet basic needs and quality of
life without jeopardizing the needs of future generations (i.e. limiting the throughput of
resources, while making the best use of those resources available).
Extensive environmental damage has been caused by continuous consumption, marketing,
manufacturing, processing, discarding (=weggooien) and polluting due to the key contributors
- population growth and high consumptive lifestyles. Currently, marketing does what it is
supposed to do; selling more goods, encouraging consumption and making profits. However,
marketing can also be managed to deliver sustainability and to have a central role in tackling
the many challenges (such as climate change, production and consumption, energy and
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,resources, population demographics and human behavior) because it can influence behavior.
To achieve this à marketing itself needs to become sustainable.
Changes in consumer behavior are required to support the introduction of new technologies
or consumption patterns. However, there is still a lack of awareness, understanding, trust and
apathy about sustainability issues among consumers and also governments have been
reluctant to target individual behaviors (only focused on large numbers of individuals making
small changes). They often think that sustainability does not fit with economic development
and that change is difficult to initiate and to sustain. Two central issues related to behavioral
change are:
1. The gap between consumers’ professed desire to change and their actual change.
2. The need to interrupt habitual actions.
To address these issues, sustainable marketing could be achieved through three marketing
sub-disciplines:
• Green Marketing:
Developing and marketing of more sustainable products/services while introducing
sustainability efforts at the core of the marketing and business process (i.e. encouraging
sustainable consumption by influencing all the components of the marketing process – from
production to post-purchasing service). Examples are sustainable practices in development
and design of products, using biodegradable, recycled or reduced packaging, using fewer
resources, producing less waste, or more ethical supply chains such as Fairtrade (e.g.
hybrid/electric cars, green energy etc.).
Benefits:
- Potentially profitable (consumers are willing to pay more for eco-performance, win-
win).
- Growing consumer demands for product traceability, supply chain standards, product
authenticity and quality.
- If performed with integrity, green marketing is brand and corporate image enhancing
likely to lead to goodwill for public and media relations.
Issues that have weaken the enthusiasm and generated green marketing consumer backlash:
- Green marketing often needs to be incentivized by the government/regulatory
business environment. However, such initiatives are limited both in scope and impact.
- Consumer doubts about green product performance.
- Exaggeration and overestimation of the impact of green marketing efforts (i.e. people
think firms exaggerate their environmental credentials –> even sometimes
greenwashing).
- Green marketing has the inability to target individual behavior as it puts only focus on
the commercial world (i.e. upstream). Even when companies do all they can to be
sustainable, if consumers do not change their behavior little will be achieved. Thus à
Green marketing needs to be complemented by other activity to achieve the goal!
• Social Marketing:
Marketing social change. Using the power of marketing to encourage sustainable behavior
among individuals, business and decision makers while also assessing the impact of current
commercial marketing on sustainability. It is about changing people’s behavior for the benefit
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, of society as a whole. Social marketing has a consumer orientation in order to win people over,
engage them, motivating them and empowering them. It can change people’s immediate
behaviors, but also has the potential for changing values and attitudes as a means of
influencing behaviors (e.g. sustainable clothing action plan of London Fashion Week in order
to reduce environmental impact of disposable fashion). This can be done by promoting the
benefits of a change in values and a shifting in social norms (e.g. “truth” smoke campaign).
Next to its ability to effect individual behavior change, social marketing can also be used in the
upstream environment -> to encourage/influencing policy makers, communities, regulators,
managers and law makers to adopt new policies, or organizations to make improvements to
their services (in order to build an evidence base). This upstream approach has ties to the
critical theory paradigm and is a necessary condition for sustainability.
Whereas social marketing and green marketing can make a difference at both the consumer
level and the upstream and corporate level, critical marketing goes beyond seeking ways to
make marketing more sustainable, to challenging current marketing theory and practice:
• Critical Marketing:
Analyzing marketing using a critical theory-based approach to guide regulation and control
and stimulate innovation in markets with a focus on sustainability, but moreover challenging
some of the dominant institutions of the capitalist and marketing systems, to construct a more
sustainable marketing discipline. Critical marketing goes beyond correcting influence, by
reshaping of the current marketing to a model that focuses less on encouraging unnecessary
consumption ad more towards encouraging sustainability. It critics current society and gives
solutions to problems in order to change society as a whole. It focuses on values and what will
happen in the future rather than just focusing on the here and now (e.g. should retailers be
selling Fairtrade coffee grown using harmful pesticides?).
Sustainable marketing
This is a framework for sustainable marketing through the use of green, social and critical
marketing. Each of the three concepts are complementary and often have overlapping
elements. They are also interdependent: green marketing alone can do harm (e.g. green
washing); social marketing alone cannot compete; critical marketing alone will not do the all-
important job of changing hearts and minds. Thus, for sustainability to become real, all three
must occur in a strategic effort for marketing at the core of its theory, principles and practices
(i.e. link between purpose, values, messages, practices). The role of key actors is crucial:
individuals, business, government, and the third sector must engage with each other and
cooperate strategically (i.e. All stakeholders must collaborate to ensure that sustainable
marketing develops).
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