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This paper aims to present a discursive and evaluative analysis of Energy + Illawarra, an Australian Government Low Income Energy Efficiency Program (LIEEP) funded interdisciplinary social marketing energy efficiency programme. Energy + Illawarra was a community programme working with low-income older people in Australia and involving social marketers, human geographers and engineers. The paper aims to identify how ecological systems theory can inform social marketing, and what practicalities there may be in doing so. The paper also aims to assess whether a social marketing programme that draws on ecological systems theory can have a positive impact on people’s thermal comfort.

First, the paper uses critical discursive analysis to examine the use of various elements of a social marketing energy efficiency programme in relation to the different levels of ecological systems theory. Second, a longitudinal cohort survey study design is used to evaluate the programme’s influence on people’s perceptions of thermal comfort and satisfaction with thermal comfort in their homes.

The study found that ecological systems theory could be an effective framework for social marketing programmes. The evaluation study found that the intervention had a positive impact on participant’s perceptions of thermal comfort, satisfaction with thermal comfort and attitudes towards energy efficiency. However, the paper identifies some potential tensions in using ecological systems theory and suggests that issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences are important considerations in social marketing programmes.

The work presented here suggests that multi-level social marketing programmes that draw on ecological systems theory can make a useful contribution to social change as demonstrated by the evaluation survey finding positive impacts on thermal comfort and attitudes of participants. However, issues of power, representation, agenda setting, the need for reflexive practice and consideration of unintended consequences should be considered in social marketing programmes.

The market of ecological products is growing exponentially at global level, however, there are very few studies focused on the international marketing strategies of eco‐firms. Seeks to address the issues.

On the basis of the information collected during interviews conducted with six British and six Romanian eco‐firms with international activity, the main opportunities and challenges for international green marketing are identified and analysed.

The findings show important differences between the Romanian and the British firms, mainly determined by the level of development of their domestic market. The Romanian firms usually export ecological products using foreign agents, while the British firms sell internationally using their own brand name and attempting to control the foreign distribution channels. The similarity of the foreign market selection process applied by the UK eco‐firms has allowed the development of a tentative theoretical framework in the second part of the paper.

The paper provides insights into the issues surrounding the marketing of ecological products in the international marketplace.

Explores the efficacy of market‐driven (voluntary) approaches to ecological strategies. Examines ecological marketing behavior from a multiperson level of analysis. Focusses on members of the industrial DMC (dual‐marketing‐center) who participate in the buying‐selling process of the EPA policies with Government officials and investigates the DMC′s adaptive climatic configuration in response to varying levels of policy uncertainty. The findings from a national sample suggest that perceptions of policy uncertainty are related to DMC climate dimensions: cohesiveness, coordination and trust.

The purpose of this chapter is fivefold. First, it highlights that, despite apparent progress, business in general, and marketing in particular, has made little impact upon environmental sustainability. Second, it offers four explanations for the persistent challenges that contribute to this lack of meaningful progress. Third, it presents two theoretical lenses (i.e., assemblage theory and socio-ecological systems theory) for viewing environmental sustainability from new perspectives. Fourth, it offers a mid-range theory, biomimicry, to bridge the gap between these higher-level theories and managerial decisions on the ground. Finally, it offers implications and ideas for future research based on these persistent challenges and new perspectives.

Our paper is theoretical in focus. We offer a conceptual analysis of persistent challenges facing business efforts in environmental sustainability and suggest useful lenses to integrate marketing decisions more closely with our natural environment.

We present biomimicry as an actionable framework that seeks inspiration from nature and also explicitly grounds marketing decisions in the natural world.

Our paper draws attention to the challenges facing firms seeking to achieve better performance in environmental sustainability. In addition, it offers a set of fresh theoretical perspectives as well as future issues for scholarly research in this domain.

Our work is designed to be provocative; it articulates reasons why business efforts in environmental sustainability do not scale to meaningful impact upon our planet and explores theoretical lenses by which those efforts could be more impactful.

The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society.

An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 2011.

Results show how in order to increase city brand attitudes, both the focus on mega-events and the ecological orientation are two successful ways. Moreover, improvements in city brand attitudes can bring significant benefits on the positive perception of quality of life among citizens.

This investigation has made progress in implementing the experiential marketing channeled through emotional experiences in mega-events and, particularly, in environmentally oriented mega-events, which is able to improve ecological orientation of citizens. To date, no evidence of empirical research referenced in mega-events of the features of the National Fair of San Marcos, Mexico, exists.

Contemporary companies are operating under challenging and volatile circumstances, but at the same time they are also conditions which provide companies with powerful opportunities on an unprecedented scale. Marketers have a key role in the process of facing these challenges. By taking a lead in the process of implementing sustainability into marketing strategies, they can create sustainable company growth. The success of this process is determined by whether or not the concept of sustainability marketing becomes fundamental in the company. Sustainability marketing should be embedded at the heart of any corporate strategy and become integral to that strategy, not just a part of it or to supplement it. The aim of this chapter is to discuss the influence of the sustainable development concept on marketing strategy. To begin with, the chapter examines how the development of this concept influenced the understanding of the essence of the functioning of modern enterprises. Next, the process of managing an organization in the context of sustainable development as well as the idea of a company’s sustainable market orientation as a source of its financial and market success are discussed. The final part focuses on identifying the role of marketing in implementing the concept of sustainable development as well as clarifying the assumptions of sustainability marketing.

This paper aims to explore how the socio-ecological model can be expanded to address wicked problems that are perpetuated by marketing systems through examining the ways the external environment can be targeted.

The authors used an extended socio-ecological model to provide a framework for social marketers to combat climate change through the food system in the external environment.

The socio-ecological model is extended to examine how social marketers can influence the micro and macro environment through targeting the physical structure, economic, political and socio-cultural environment of desirable (sustainable) and undesirable (unsustainable) food products.

The authors highlight that social marketers should focus on the various ways the external environment at multiple levels can be targeted to produce systemic change.

This paper broadens the current macro-social marketing knowledge by providing a framework to analyse where and how change can be affected at the various levels of society.