ABSTRACT
T. Kenny and N. F. Gray distinguish between direct and indirect carbon footprints. Of course, the carbon footprint for a car with a passenger in a shared journey, as opposed to one without, will be slightly higher due to added weight. This chapter attempts to calculate the carbon footprint of a small-scale research project, which is arguably typical of much of the academic research activity in marketing and business practiced in United Kingdom universities. Factors influencing sustainability in terms of the micro-level processes by which individual academics conduct and disseminate their research will also emanate from the meso-level and the macro-level. Campuses that address the climate challenge by reducing global warming emissions and by integrating sustainability into their curriculum will better serve their students and meet their social mandate to create a ethical and civil. Sustainability considerations have clear linkages to public value.
