What do we mean by sustainability marketing?

ABSTRACT

Sustainability in marketing has gained some traction over the years, yet we still remain uncertain about exactly what ‘sustainability marketing’ means. Utilising the Scopus database, a discourse analysis was conducted on nearly 200 published journal articles. The analysis categorises multiple sustainability views and outlines three conceptualisations of sustainability marketing: Auxiliary Sustainability Marketing (which focusses on the production of sustainable products), Reformative Sustainability Marketing (which extends the auxiliary approach through the promotion of sustainable lifestyles and behavioural changes) and Transformative Sustainability Marketing (which further extends the auxiliary and reformative approaches through the need for transformation of current institutions and norms, and critical reflection). This paper then discusses how these three conceptualisations might be used by scholars and practitioners to interpret and implement sustainability marketing going forward.

KEYWORDS:

• Sustainability marketing
• sustainable marketing
• green marketing
• sustainability
• discourse analysis

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Joya A. Kemper

Dr. Joya A. Kemper is a Lecturer in Marketing at the University of Auckland Business School. Her research focuses on how to transition to a sustainable and healthy society through individual and institutional change. Joya’s interests include the broad areas of sustainability marketing, healthy and sustainable eating, social marketing, ethical and sustainable issues surrounding business activities, and marketing education. She has recently published in the Journal of Macromarketing, Journal of Social Marketing, Tobacco Control and Tourism Management.

Paul W. Ballantine

Paul W. Ballantine is a Professor of Marketing and Head of the Business School at the University of Canterbury in Christchurch, New Zealand. His research interests include retailing, consumption behaviour (particularly the negative aspects of consumption), and social and ethical issues in marketing. His recent publications have appeared in outlets including the Journal of Retailing and Consumer Services, Journal of Marketing Management, Journal of Brand Management and the Journal of Consumer Behaviour.