Sustainability Marketing

Course: Sustainability Marketing | OnCourse UB

• Lection 1
  • Theory

  • Overview, Learning Outcomes and Structure of the Lesson

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  • Screening Sustainability Issues and Actors

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  • Segmenting Sustainability Markets

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  • You can find some interesting articles on LOVOS and LOHAS online, for example at: https://www.cyberclick.net/numericalblogen/who-are-the-lohas-target-market-segment

  • Introducing Sustainability Innovations

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  • Positioning Sustainable Products

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  • Match the four options of positioning sustainable products and services with the different graphs by dragging the options into the correct boxes:

  • Partnering with Sustainable Stakeholders

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  • Review and Discussion

    1. What are the five steps involved in developing a sustainability marketing strategy? Briefly describe each stage.
    2. What role does energy efficiency of household appliances play in your country? Analyse how energy consumption of household appliances was transformed from an ecological problem to an issue of markets and marketing.

  • Literature and References

    Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 137-165.

    Downs, A. (1972): Up and down with ecology: The ‚issue attention cycle‘, The Public Interest, 20 (summer): 38-50. 

    Driscoll, C., Starik, M. (2004): The primordial stakeholder: Advancing the conceptual considerations of the natural environment’s stakeholder status, Journal of Business Ethics, 49(11): 55-73.