Abstract
This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved.
| Original language | English |
|---|---|
| Pages (from-to) | 143-163 |
| Number of pages | 21 |
| Journal | Marketing Theory |
| Volume | 11 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - Jun 2011 |
| Externally published | Yes |
Fingerprint
Keywords
- consumption
- critical marketing
- green marketing
- social marketing
- sustainability
ASJC Scopus subject areas
- Marketing
Cite this
A framework for sustainable marketing. / Gordon, Ross; Carrigan, Marylyn; Hastings, Gerard.
In: Marketing Theory, Vol. 11, No. 2, 06.2011, p. 143-163.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - A framework for sustainable marketing
AU - Gordon, Ross
AU - Carrigan, Marylyn
AU - Hastings, Gerard
PY - 2011/6
Y1 - 2011/6
N2 - This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved.
AB - This article examines how sustainable marketing could be achieved through the contribution of three existing marketing sub-disciplines; green marketing, social marketing and critical marketing. Green marketing facilitates the development and marketing of more sustainable products and services while introducing sustainability efforts into the core of the marketing process and business practice. Social marketing involves using the power of marketing to encourage sustainable behaviour among individuals, businesses and decision makers while also assessing the impact of current commercial marketing on sustainability. This links into the critical marketing paradigm which entails analyses of marketing theory, principles and techniques using a critical theory based approach. This analysis can help to guide regulation and control, development of marketing theory and practice, and to challenge the dominant institutions associated with marketing and the capitalist system, encouraging a marketing system in which sustainability is a key goal. The article concludes by offering a framework for sustainable marketing and a way forward for how this might be achieved.
KW - consumption
KW - critical marketing
KW - green marketing
KW - social marketing
KW - sustainability
U2 - 10.1177/1470593111403218
DO - 10.1177/1470593111403218
M3 - Article
VL - 11
SP - 143
EP - 163
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 2
ER -