Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Incorporating Sustainability in the Realm of Marketing: A Theoretical Framework

Author(s): Pingali Venugopal

Aim: Consumerism, which is driven by marketing activities, is leading to unsustainable consumption causing environmental degradation and climate change. At this rate we would need two planets to cater to our requirements by 2030. The objective of the paper is to promote sustainable consumption behaviour. Importance: Consumers though conscious of the environmental consequences of their consumption behavior, are not willing to adopt sustainable consumption practices except when there are monetary benefits. There is therefore an urgent need to reorient marketing to promote sustainable consumption. Method: This paper develops an “effort tangibility” matrix using the concepts of involvement and quality attributes to guide marketing to shift consumers to sustainable solution offerings. Conclusion: Companies need to incorporate experience and credence attributes by adding perceived risk associated with the purchase to build sustainability in the realm of marketing.

Get the App