Overview, Learning Outcomes and Structure of the Lesson
Getting the Message Right - Types of Sustainability Appeals
Labelling
The Dangers of Greenwashing
Review and Discussion
What are the different types of appeal that sustainability marketers can employ within their messages?
What are the different sins of greenwashing that sustainability marketers need to ensure to avoid?
Why might communications be more difficult in sustainability marketing than conventional marketing?
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 197-229.
Ottman, J.A., Stafford, E.R. & Hartman, C.L. (2006): ‚Green marketing myopia‘, Environment, 48(5): 22-36.
The paper looks at how companies have developed their messages and made sure they effectively connect those messages with the concerns and sustainability values of their consumers.
TerraChoice (2010): The Greenwashing Report: Homes and Family Editio. Available at: http://faculty.wwu.edu/dunnc3/rprnts.TheSinsofGreenwashing2010.pdf. The report looks at marketing communications claims across a wide range of countries and what companies can do to ensure that their communications is honest, truthful and ultimately trusted.
