ABSTRACT
This chapter provides an overview of sustainable marketing management. It examines new insights into customer attitudes and behaviours and shows how sustainable marketers are using them to create sustainable value propositions and communicate these to customers. The chapter also examines how sustainable marketing ideas are influencing, sometimes profoundly changing, marketing practices. Sustainable marketing is an attempt to broaden the concept of marketing beyond simple economic development; it seeks to give marketing a morality and accountability. One of the first big challenges for organisations implementing sustainability marketing programmes is the attitude–behaviour gap. In some cases individuals may feel unable to shift their own behaviour to reflect their attitudes due to practical issues. In other cases the perceived inability of individual actions to affect a global issue may also explain the attitude—behaviour gap. Brand managers of the 21st century increasingly have to address issues of sustainability as part of their job.
