To read this content please select one of the options below:

Marketing Research on Environmental Sustainability

Continuing to Broaden the Marketing Concept

ISBN: 978-1-78754-825-1, eISBN: 978-1-78754-824-4

Publication date: 17 September 2020


This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.



Iacobucci, D., Gabriel, M.L.D.S., Schneider, M.J. and Hamza, K.M. (2020), "Marketing Research on Environmental Sustainability", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, Bingley, pp. 261-292.



Emerald Publishing Limited

Copyright © 2020 Emerald Publishing Limited