Sustainable Marketing

The text examines how the sustainability agenda is being incorporated into the discipline of marketing and is sub-divided into four parts:

Marketing for sustainability: people, planet, prosperity
Establishes the origins and key features of sustainable marketing in comparison to conventional marketing practice and explains sustainability within a contemporary business context

Understanding the nature of consumption and consumer behaviour
Examines the consumer’s relationship with consumption in order to understand the deep-seated attitudes of consumers towards consumption and their potential predisposition towards more sustainable behaviour

Marketing as an agent of change
Highlights the vital role marketing plays in achieving behavioural change among consumers as well as emphasising the changes in marketing practice required to help business adopt more sustainable practices

Implementation
Explores how sustainable marketing might be implemented and the role of the different stakeholders within the network of the sustainable business. This section also looks at the future challenges presented by the sustainability agenda.