ABSTRACT
Chapter 10 is the final chapter of three chapters looking at primary value chain activities in part three of the book. Marketing is one of the key interfaces between companies and consumers and thus plays an important role in how businesses move towards environmental sustainability. Following a brief overview of marketing, its environmental impact is highlighted on the basis of the 4Ps marketing mix of product, price, promotion and place. Once the business case for more sustainable marketing is made, sustainable marketing is introduced, including green marketing. Consumer behaviour and sustainable consumption are covered, as they illustrate some of the broader tensions in sustainability – between consumers’ willingness to go green and their willingness to pay, between encouraging consumption as a goal of marketing and reduced consumption as a necessity for sustainability, and between credible green product claims and so-called greenwashing. Eco-labelling and other tools for marketing green products are covered, such as choice editing and extending the marketing mix from 4Ps to 7Ps to the 4Cs of customer solution, customer cost, convenience and communication. Examples and practices of sustainable marketing by established and newer companies round off the chapter. A summary and suggested questions and activities are provided.
