Sustainability Marketing

Course: Sustainability Marketing | OnCourse UB

• Lection 2
  • Sustainability Branding

  • Overview, Learning Outcomes and Structure of the Lesson

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  • Introduction

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  • Videos

    In the following image, there are videos that you can start by clicking on the play buttons: 

    
    

  • Review and Discussion

    1. What are sustainability brands? Give specific examples from your everyday life.
    2. What does "sustainability marketing myopia" mean? How can companies overcome sustainability marketing myopia?
    3. Do you think Toyota Prius is a good sustainability brand name? Why? Why not?
    4. Discuss the advantages and disadvantages of sustainability brand extensions.

  • Literature and References

    Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 185-193.

    Ottman, J.A.A., Stafford, E.R., Hartmann, C.I. (2006): Avoiding green marketing myopia, Environment: Science and Policy for Sustainable Development, 48(5): 22-36.
    In fact, it’s the authors of this article who coined the term "Green marketing Myopia".

    United Nations Environment Programme, UN Global Compact and Utopies (2005): Talk the Walk: Advancing Sustainable Lifestyles through Marketing and Communications, p. 18-22.