Toward Pro-Sustainability Actions: A Macro-Behavioral Perspective

Abstract

Purpose

To introduce macro-behavioral perspective for understanding pro-sustainability actions from the perspective of various stakeholders.

Methodology/approach

Recent research on sustainability, behavior change, and environmentalism is reviewed to conceptualize a comprehensive macromarketing framework to spawn and diffuse pro-sustainability behaviors.

Findings

Provides a comprehensive macromarketing framework that not only explains the behavioral factors from firm’s perspective but also explains these factors from the perspective of various stakeholders who are part of the entire value chain.

Research limitations/implications

The paper adds to the literature on pro-sustainability behaviors by providing a research framework from macro-marketing point of view.

Practical implications

As practical insight, the paper provides some important guidance in terms of better understanding on firm-specific and individual-specific actions which may help in progressing toward sustainability.

Originality/value

The paper integrates past observations on behavioral aspect of sustainability and develops an important framework to understand pro-sustainability actions.

Citation

Kumar, B. and Dholakia, N. (2016), "Toward Pro-Sustainability Actions: A Macro-Behavioral Perspective", Marketing in and for a Sustainable Society (Review of Marketing Research, Vol. 13), Emerald Group Publishing Limited, Leeds, pp. 169-192. https://doi.org/10.1108/S1548-643520160000013015