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. https://doi.org/10.1108/S1548-643520200000017019
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