Sustainability Marketing

Course: Sustainability Marketing | OnCourse UB

• Lection 1
  • Theory

  • Overview, Learning Outcomes and Structure of the Lesson

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  • Detective Story

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  • Total Customer Costs: The Consumer Perspective

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  • Total Customer Cost: The Marketer Perspective

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  • The Nature of Prices

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  • Review and Discussion

    1. Identify and describe the components of the total customer costs for a) a refridgerator, b) a car and c) a frozen pizza.
    2. What does the term switching costs mean? Give examples of switching costs for two sustainable products that you would consider buying.
    3. List possible ways to reduce use costs.
    4. Making customers aware of total costs is crucial for sustainability marketers. Discuss the pros and cons of the environmental information and tools provided by co. as compared to third-party organizations.

  • Literature and References

    Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 231-248.

    Meyer, A. (2001): What’s in it for the Customer? Successfully marketing green clothes, Business Strategy and the Environment, 10(5): 317-330.

    Kuursela, H., Spence, M. (1999): Factors Affecting the Acquisition o Energy Efficient Durable Goods, in: Charter, M./Polonsky, M.J. (eds.): Greener Marketing, Sheffield, pp. 242-232.