Introduction to Sustainable Marketing

 The American Marketing Association defines marketing as the “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” This definition recognizes that marketing is an organizational function and set of activities undertaken to bring about exchanges of goods, service, or ideas between people. The definition recognizes that marketing is a philosophical orientation to the practice of doing business. This philosophical orientation emphasizes the satisfaction and value that customers, clients, partners, and society realize due to marketing action. As marketing has evolved, individuals operating in various parts of the field have adopted alternative definitions of sustainable marketing. Marketers have developed sustainable approaches that fundamentally emphasize ecological factors. Consumer researchers, for instance, have focused on the conditions that increase the potential for consumers to act in an ecologically responsible manner, and they recognize marked variety among consumer interpretations of this responsibility. Retailers and developers of sustainable products emphasize product offerings that are environmentally friendly. Thus, products such as organic vegetables, recycled paper, and phosphate-free detergents are referred to as sustainable products. This definition of sustainable marketing emphasizes product offerings that are not harmful to the environment, but it does not address the production processes employed to prepare the products. Social marketing adopts a different vantage point and defines sustainable marketing as the development and marketing of products designed to minimize negative effects on the physical environment. In contrast to the retailing perspective, the social orientation recognizes the pre-consumption and post-consumption costs to the environment. Thus, automobile manufacturers attempt to raise production efficiency while simultaneously decreasing costs associated with disassembly and reuse after consumption. These marketing perspectives underscore the relationship with the environment, but they do not address other salient outcomes desired by the firm. Firms that seek to become sustainable should augment these green marketing approaches with broader consideration of the firm’s triple bottom line. Organizations increasingly must incorporate the environment into decision making, but this orientation cannot come at the expense of supply chain relationships and financial goals. By contrast, a sustainability-oriented approach incorporates ecological concerns into a more holistic view of marketing. Our treatment of sustainable marketing is based on the eclectic approach to achieving social, economic, and ecological outcomes. The United Nations is an organization that has led the way in this recognition of the multiple interdependencies among nature, economy, and society. In December 1983, the United Nations commissioned research on development and the environment. The

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