ABSTRACT
Within the marketing literature, sustainable marketing lives on a continuum relating to its impact on the environment. At one end, marketers maintain the status quo, relying on the dominant social paradigm and growth economy to continue selling more products and increasing consumption, albeit consumption of green products. At the other, alternative paradigms posit demarketing and a sustainable future embedded in eco-centrism and environmental conservation. As such, this chapter provides an evolved definition of sustainability marketing, along with alternative paradigms and how paradigm change might occur.
