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As emphasized in the previous chapter, sustainability marketing entails activities that include all levels of management in small and medium enterprises; that is, strategic, operational and tactical. The role of marketing activities of a sustainable nature involves building customer satisfaction and generating profit for an enterprise, while simultaneously taking into consideration the impact of such activities on society and environment as a whole. Combining all those areas poses a serious challenge to contemporary SMEs. Nevertheless, an effective use of sustainability marketing principles enables companies to achieve the above-specified tasks and gain a strong position in the market over the long term. The nature of the relationship established with various market entities ensures that strong position, because the use of sustainability marketing is equivalent to adopting a relationship-oriented attitude.

Fulfilling the tasks of sustainability marketing requires the employment of tools from the sustainability marketing mix, which comprises the following: sustainability in product, price, distribution, promotion and personnel. The adoption of sustainable development principles by SME marketing departments does not fundamentally change the basic properties of the tools in the mix, that is their complementarity and the resultant synergy effect, but it expands the scope of their impact on the society and environment. This chapter presents a discussion on the nature and specificity of individual tools in the sustainability marketing mix.

Adopting the concept of sustainable development is connected with the necessity of redefining marketing strategies and, as a consequence, should also be reflected in the policies adopted for the individual tools. In this chapter, the sustainability marketing mix is considered with regard to five instruments: product, price, place, promotion and people (5P). The aim of the chapter is to investigate the current state of knowledge in this matter as well as the scope for the implementation of the sustainability marketing concept in small and medium-sized enterprises (SME) in the food and drink sector from an international perspective. The international approach has been adopted to try and find out whether in more highly developed countries sustainability marketing activities are comprehensive and include all the marketing tools; and, on the other hand, whether in less-developed markets sustainability marketing activities are limited to the tools for which the concept of sustainable development can theoretically be implemented the most easily, namely, promotional activities and those targeted at a company’s own employees.

Each of the analysed instruments was described from two angles: in terms of the results obtained for the whole research sample, indicating the countries whose respondents had the highest and lowest values for the specific variables defining each marketing mix instrument and in terms of a comparison of two groups of countries, indicating similarities and differences in the opinions of managers on the use of marketing mix instruments in a sustainable way. The chapter concludes with the results obtained through factor analysis, which made it possible to identify the ways in which SME managers in the food and drink sector define the individual sustainability marketing tools.

This article aims to provide an overview of Texas State University's Common Experience, an innovative initiative that engaged tens of thousands of people in shared consideration of sustainability as a single topic during academic year 2010‐2011.

The discourse begins with an overview of the Common Experience from a pedagogical perspective based on five principles of effective instructional practice identified by the National Research Council (NRC) in their synthesis of the research from the fields of cognitive, developmental and educational psychology, and brain research on how people learn. Based on a case study research design, the article next provides detailed descriptions of course‐based and non‐course Common Experience activities, including examples from the year‐long initiative. The discourse then focuses on important elements organizers should consider when planning non‐course activities, followed by a description of the planning process needed to replicate the initiative at other institutions.

Based on five principles of instructional practice, the Common Experience is a pedagogical innovation designed to cultivate a common intellectual conversation across the campus, to enhance students' participation in the intellectual life of the campus, and to foster a sense of community across the campus and extended community. In so doing, the Common Experience in sustainability inspired people on campus and in the community to change behavior and social policy, build scientific understanding, connect local environmental issues to global themes, and reshape values – components crucial to sustainability education.

The Common Experience is more likely to yield progress toward finding solutions to sustainability problems because it promotes engagement and input from all stakeholders within the campus and surrounding community through shared vision and face‐to‐face dialogue in a variety of contexts.

This study aims to empirically examine the determinants of corporate hypocrisy and to investigate the potential negative impact on the consumer–brand relationship, specifically on trust, switch and resilience intentions.

A 2 (mission: no and yes) × 3 (sustainability activities: perfect, imperfect and no duty) experiment was developed. A total of 548 US consumers were randomly assigned to one of six case conditions and asked to respond to an online survey. The responses were analyzed by both two-way analysis of variance and PROCESS.

The results showed that respondents who saw clear sustainability goals in the companies’ mission statements had lower levels of corporate hypocrisy than those who did not, and when the mission statements and activities related to corporate sustainability were congruent, the respondents were less likely to elicit corporate hypocrisy than when they were not. Also, consumers showed lower levels of trust when corporate hypocrisy was present, which negatively impacted their switch and resilience intentions.

This study provided empirical evidence demonstrating how and to what extent corporate hypocrisy is formed by varying sustainability goals and activities. These findings urge brand managers to recognize the ripple effect created by a mismatch between their stated sustainability goals and their activities. Also, these findings could provide apparel management with guidelines for formulating and communicating companies’ sustainability goals and activities.

The purpose of this paper is to determine what types of sustainability activities companies are reporting and whether persons external to the companies understand how those reported activities correspond to the companies’ narratives about sustainability. That is to ascertain how people interpret the meaning of the activities included in the sustainability reports.

From a sample of sustainability reports prepared by Global Reporting Initiative (GRI) guidelines, the authors identified the distinct activities reported. The authors prepared a survey comprised of these activities and asked a sample of people knowledgeable about business and investing to evaluate each activity on the extent to which they are relevant to sustainability performance. The responses were then factor analyzed to identify the most important dimensions of sustainability these persons employed to relate the activities to sustainability.

The dimensions employed by the subjects differed in some significant ways from those dimensions used to construct the GRI format. Subjects evaluated sustainability efforts as primarily efforts of being a good citizen with sustainability an end in itself rather than as constraint to be respected in achieving profitability goals.

The study is a first attempt so results are preliminary, i.e. suggestive but not definitive. Though preliminary an intriguing implication is that closure on a sustainability reporting structure would be premature. More effort needs to be devoted to provide more clarity on the concept of corporate sustainability and what its implications are for corporate behavior.

Given the results that sustainability be regarded as a corporate end, what is the role of the corporation in society seems still to be disputatious. Sustainability may not be something achievable without changes in corporate law.

The study is an early attempt to assess the potential alternative narratives about corporate sustainability. Its value lies in providing insights into the age-old question of what should be the role of the corporation in a free society.

Considering the standards developed by the Sustainability Accounting Standards Board (SASB), this study aims to examine whether the link between material sustainability and financial performance depends on the extent to which the company is oriented toward stakeholders.

To test the predictions, 13,942 firm-year observations from 43 different countries are used, covering the period from 2010 to 2019. Using a hand-mapping approach to match the indicators suggested by the SASB with those of the ASSET4, the authors realize that there are 170 material sustainability indicators among 466 indicators of the ASSET4. The authors use three different methods to verify if the materiality matters, including the alphas obtained from the Fama and French factor models, comparing the average abnormal returns of the portfolios and the bootstrapped Cramer technique.

The findings show that companies investing in material sustainability activities perform better than those investing in immaterial activities. Also, consistent with the theoretical foundations, the authors find that the effect of investing in material sustainability activities is more pronounced in stakeholder-oriented countries than that in shareholder-oriented countries. The results are robust to a battery of sensitivity tests.

Owing to COVID-19 in late 2019, data from 2020 to 2022 have not been used to obtain reliable results.

The results obtained in the current research provide valuable guidance for investors to make investments considering the degree of materiality of sustainability activities in different industries. It also helps managers to increase the company’s financial performance, make efficient decisions related to investment in sustainability activities and find investment strategies on the material sustainability issues in their industries.

This study provides a clearer understanding of investment in sustainability activities in different industries by separating material and immaterial sustainability activities in stakeholder and shareholder-oriented countries, and the results obtained can change the perspective of investors and company managers regarding investing in such activities in different countries. Investing in more materiality sustainability activities than the immateriality dimension can be new opportunities for companies to achieve predetermined goals, help retain and attract business partners or be a source of innovation for new product lines or services. Internal morale and employee engagement may increase while increasing productivity and firm performance. This discussion opens the way for future research.

This study provides insight into the effect of investing in material and immaterial sustainability activities in different industries on the company’s performance in shareholder and stakeholder-oriented countries.

Purpose – The purpose of this study is to investigate whether a firm’s cost structure (specifically, its cost stickiness) is associated with environmental, social, and governance (ESG) sustainability factors of performance and disclosure.

Methodology/approach – This study uses MCSI Research KLD Stats (KLD) and Bloomberg databases for the 13-year period from 2003 to 2015 in constructing ESG performance and disclosure variables, respectively. The authors adopt the general cost stickiness models from Anderson, Banker, and Janakiraman (2003) and Banker, Basu, Byzalov, and Chen (2016) to perform the analysis.

Findings – The authors find that a firm’s level of cost stickiness is positively associated with certain sticky corporate social responsibility (CSR)/ESG activities (both overall and when separately classified as strengths or concerns) but not with other nonsticky CSR activities. The authors also show that the association between cost stickiness and ESG disclosure is incrementally stronger for firms with CSR activities classified as sticky. Furthermore, the authors provide evidence that ESG disclosure is greater when both cost stickiness and the degree of sticky CSR activities increase. The authors show that when cost stickiness is high and CSR activities are sticky, management has incentives to increase CSR/ESG sustainability disclosure to decrease information asymmetry.

Originality/value – The findings present new evidence to understand how management integrates cost management strategies with various dimensions of sustainability performance decisions and show that not all ESG activities are equally effective when it comes to cost stickiness. The authors also demonstrate that increased sustainability disclosure helps reduce information asymmetry incrementally more when both costs are sticky and CSR activities are sticky.

This study examines the impact of environmental activity management (EAM) on triple bottom line (TBL) performance and the role that sustainability strategies play in mediating these relationships. Data were collected using a survey of Australian managers and analysed using structural equation modelling (SEM). The findings indicate that each of the three levels of EAM – Environmental Activity Analysis, Environmental Activity Cost Analysis, and Environmental Activity Based Costing – influence-specific aspects of performance, either directly and/or indirectly through environmental and social sustainability strategies. The findings suggest that managers could enhance their use of EAM practices through the use of sustainability strategies in order to enhance performance. This study provides empirical insight into the impact that EAM practices and environmental and social sustainability strategies have on all three aspects of TBL performance.

Private retail and brand-driven sustainable procurement standards are influencing global agri-food markets, shifting trade and export priorities and reshaping food supply chains. Using the case of Australian beef, the authors construct and evaluate three procurement activity “portfolios” and evaluate how these activity sets pull towards or against diverse organisational goals and/or science-based sustainability objectives.

A review of the academic and practitioner literature identified three key pillars for sustainable Australian beef procurement: animal welfare, environmental management and climate change (i.e. emissions). A subset of sustainable beef production activities (n = 100) was identified through this review plus semi-structured interviews with Australian beef retailers and industry bodies. This activity set was filtered (n = 40) and scored by a panel of science experts via a series of workshops and an additional survey. Using these data, the authors use a k-means cluster analysis (k = 3) to consider the strong or weak contributions of each activity portfolio towards typical sustainable beef goals.

A portfolio-based view of sustainable procurement puts the trade-offs between activities and the need for clear sustainability prioritisation into sharp focus. The authors find that individual strategies may be singularly more or less impactful, complex or popular, but when combined as a suite of activities enacted towards a particular goal or set of goals, essential for success. The authors find that obtaining balance across sustainable beef pillars versus within specific pillars can narrow the optimal set of activities that can succeed against multiple sustainability goals.

For procurement managers, the balance between clear focus and multidimensional progress is a difficult challenge. It requires the bold identification and articulation of an organisation’s interlocking corporate, industry or environmental objectives and flexibility on the strategies, tools and resources required. The authors posit that shifting away from a focus on rigid metrics may be useful in breaking the impasse on meaningful action.

Using a set of known activities and strategies that a procurement manager might draw from in operationalising sustainability goals, the authors cluster activities into three discrete activity portfolios. Each portfolio requires differing levels of effort, implementation complexity and potential for within-pillar and cross-pillar impact (i.e. co-benefits). Assessing the evidence and potential for cross-pillar impacts of individual strategies is a complex undertaking, indicative of the systems and tangled interactions that characterise sustainability science more broadly.

By assessing how the procurement function can be leveraged and operationalised towards sustainability goals through a lens of optimal portfolio management, the authors provide a way forward for the procurement managers working within large retailers and agri-food businesses to progress towards multiple sustainability pillars simultaneously.

Previous research on sustainability in the foodservice industry has emphasized its environmental, social and economic dimensions predominantly studied within a Western context or in developed countries. This paper aims to question this positioning by considering the MEA (Middle East and African) context. Second, this paper examines sustainability forms according to the type of restaurant and explains how these forms compare with and contribute to the broader scholarship on sustainability in the service marketing literature and practice.

The paper follows a phenomenological perspective and a grounded theory approach. The authors conducted in-depth interviews with 40 owners of different types of restaurants (traditional, modern and fast-food) in the capital city of Lebanon, Beirut.

This paper identifies four dimensions that are expressed in different ways depending on the type of restaurant. This paper also found that sustainability in the foodservice industry in the MEA region has some differences and similarities relative to the literature where current studies mainly focus on the Western context. While the most dominant form of sustainability in the MEA context is related to the social dimension implemented by restaurants through philanthropy and community support activities, the less important aspect refers to activities about ecology and environmental protection.

The research highlights that sustainable activities in the MEA context are shaped by deep-rooted traditions of philanthropic offerings and community-based activities profoundly embedded within the Arab region. Second, the study contributes to current practices and research related to the foodservice literature by emphasizing the dynamics of the change in terms of sustainability perceptions across different kinds of restaurants and how the type of restaurant can affect the adoption and implementation of sustainable activities. The limits of this study are related to its small sample size and the exclusion of psychographic factors, such as age and gender, which can deepen the knowledge of sustainable actions implemented by female and male restaurant owners and people of different age ranges.

With its focus on the foodservice industry in the MEA underpinning restaurateurs’ lack of ecological sustainability, this research shows that nongovernmental organizations could play a vital role in terms of raising awareness about ecological issues and how restaurateurs can be involved in eco-friendly initiatives.

The paper contributes to the foodservice literature and the emerging research on sustainability in restaurants by presenting an approach based on examining sustainable restaurants in a developing country context. The paper does so by adopting a restaurant owner’s perspective and analyzing three types of restaurants, namely, traditional, modern and fast-food restaurants.