Environment and social responsibility are paramount for any modern business strategy, and the field of marketing is adapting itself to the new focus on sustainability. The study of the interface between consumers, society, and marketing is crucial for understanding the complex interactions between individuals and the products and services they consume and the resulting implications. In this book, the authors delve into the latest research and theories on the subject, providing insight into the various factors that shape consumer behavior and the broader impacts of marketing on society. Whether you are a student, professional, or simply curious about the topic, this book will provide a valuable resource for your learning and exploration.
Instead of treating ethical foundations and critical marketing perspectives separately, this book merges them and takes a broader sustainability perspective. It examines the various ways in which businesses are incorporating sustainability into their marketing strategies, and the impact these efforts are having on consumers, the economy, and the planet.
Topics covered in this book include:
Evolution of marketing thought
Critique of marketing
Sustainable marketing
Social marketing
Evolving consumer representations and roles, and many more
Author(s): Dilip S. Mutum; Ezlika M. Ghazali
Series: CSR, Sustainability, Ethics & Governance
Publisher: Springer Nature Switzerland
Year: 2023
Language: English
Pages: xvii; 174
City: Cham
Tags: Consumer empowerment; Customer sovereignty; Marketing methods; Ethical marketing; Social marketing; Sustainable marketing; Marketing methods; Marketing code of ethics; Quality-of-Life marketing; Relationships--consumers--society--marketing;
Preface
Acknowledgements
Contents
About the Authors
Chapter 1: Consumption and Consumer Society
1.1 Introduction
1.2 Consumption
1.3 Consumer Sovereignty
1.4 Who Is Responsible for Consumption Outcomes?
1.5 Consumer Empowerment
1.5.1 Degree of Empowerment
1.5.1.1 Control of the Composition of the Choice Set
1.5.1.2 Progress Cues
1.5.1.3 Information About Other Consumers
1.5.2 Antecedents of Consumer Power
1.5.2.1 Antecedent 1: Consumer-Based Factors
1.5.2.2 Antecedent 2: Firm-Based Factors
1.5.2.3 Antecedent 3: Environmental Factors
1.5.2.4 Power-over
1.5.2.5 Power-to
1.5.2.6 Power-from
1.6 Consumer Disempowerment and Vulnerability
1.6.1 Consumer Vulnerability
1.6.2 Vulnerability Levels
1.6.3 The Link Between Consumer Vulnerability and Consumer Disempowerment
1.6.4 Age-Related Consumer Vulnerability
1.7 Consumer Limitations that Lead to Disempowerment
1.7.1 Lack of Access to Options/Choices
1.7.2 Lack of Information
1.7.3 Lack of Ability, Skill, and Motivation to Gather and Evaluate Information
1.7.4 Exclusionary Practices
1.8 Conditions That Facilitate Consumer Sovereignty and Empowerment
1.8.1 Access to Complete Information and Ability to Evaluate
1.8.2 Access and Freedom of Options/Choices
1.8.3 Better Legal Environment and Public Policy
1.9 Consumer Empowerment Support from Businesses/Industries
1.9.1 The Ikea Effect
1.9.2 Empowerment and Advertising
1.10 Chapter Summary
References
Chapter 2: Evolution of Marketing
2.1 Introduction
2.2 Marketing as a Theory and the Evolution of Marketing Thought
2.3 Synthesis of Micro- and Macro-Marketing
2.4 The Three Schools of Marketing Thought
2.4.1 The Apologists
2.4.2 The Social Marketers
2.4.3 The Reconstructionists
2.5 Moving Beyond Academic Theories
2.6 Marketing Through the Lens of Feminism
2.6.1 Commodity Feminism
2.6.2 Femvertising
2.7 Critical Perspective of Marketing
2.8 Chapter Summary
References
Chapter 3: Benefits and Detriments of Marketing
3.1 Introduction
3.2 Primary Benefits of Marketing
3.2.1 Social Marketing
3.2.2 Marketing by Non-profit Organisations
3.2.3 Contributions to Economic Development
3.2.4 Benefits to the Economic System and Economic Development
3.2.4.1 Outcomes in Domestic and Foreign Markets
3.2.5 Employment Opportunities
3.2.6 Benefits to Consumers
3.3 Key Criticisms of Marketing
3.3.1 Unfair Practices and Consumer Exclusion
3.3.2 The Promotion of Materialism over Other Social Values
3.3.3 Globalisation or Neo-Imperialism
3.3.4 Intellectual Property Monopolies
3.3.5 Change in Food Habits
3.3.6 Genetically Modified Products
3.3.7 Environment Degradation
3.3.8 Washing Practices
3.3.8.1 Greenwashing
3.3.8.2 Bluewashing
3.3.8.3 Pinkwashing
3.3.8.4 Ethicswashing
3.4 Chapter Summary
References
Chapter 4: Ethical Marketing
4.1 The Body Shop: The Ethical Company
4.2 Introduction
4.3 Ethics: Terminology, Definitions, and Concepts
4.4 Perceptions Towards Marketing from an Ethical Perspective
4.5 Definitions of Ethical Marketing
4.5.1 Socially Responsible Marketing
4.5.2 Quality-of-Life Marketing
4.6 Ethical Codes in Marketing and Businesses
4.7 American Marketing Association: Code of Conduct
4.8 The Canadian Marketing Association: Canadian Marketing Code of Ethics and Standards
4.9 Other Ethical Marketing Codes
4.9.1 The United Kingdom´s Information Commissioner´s Office (ICO): Direct Marketing Code of Practice (ICO, 2020)
4.9.2 Association for Data-Driven Marketing & Advertising: Direct Marketing Code of Practice (ADMA, 2015)
4.10 Corporate and Business Ethical Codes
4.10.1 Google: Don´t Be Evil (Alphabet Investor Relations, 2022)
4.10.2 PepsiCo: Act with Integrity (PepsiCo, 2021)
4.11 The Application of Ethics in Marketing
4.12 Unethical Marketing Practices and its Consequences
4.13 Blurred Boundaries
4.14 Concluding Thoughts: Is Ethical Behaviour Genuine?
References
Chapter 5: Sustainable Marketing
5.1 Introduction
5.2 Sustainability Versus Sustainable
5.3 Sustainability Landmarks
5.3.1 1987: Sustainability Conference
5.3.2 1992: Rio Earth Summit
5.3.3 2000: The Millennium Development Goals
5.3.4 2015: Paris Agreement
5.4 Green Marketing
5.5 Sustainable Marketing Concept and Principles
5.6 Ethical Versus Sustainable Marketing
5.7 Five Sustainable Marketing Principles
5.7.1 Consumer-Oriented Marketing
5.7.2 Customer Value Marketing
5.7.3 Innovative Marketing
5.7.4 Sense-of-Mission Marketing
5.7.4.1 Lego
5.7.5 Societal Marketing
5.8 Corporate Social Responsibility
5.8.1 CSR Today and in the Future
5.9 Sustainable Marketing Mix: The 4C Approach
5.9.1 Consumer Value
5.9.2 Cost
5.9.3 Convenience
5.9.4 Communication
5.10 Two Examples of Sustainable Initiatives by the Private Sector
5.10.1 Apple
5.10.2 Unilever
5.11 Sustainable Marketing Barriers and Challenges
5.11.1 Internal Factors
5.11.1.1 Lack of Managerial Know-how
5.11.1.2 Lack of Stakeholder Inertia
5.11.1.3 Higher Investment Costs and Less Flexibility
5.11.2 External Factors
5.11.2.1 Suppliers
5.11.2.2 Lack of Regulations and Enforcement
5.12 Chapter Summary
References
Chapter 6: Social Marketing
6.1 Introduction
6.2 History of Social Marketing
6.3 Social Marketing Mix and Principles
6.3.1 Social Marketing Mix: The 4Ps of Social Marketing
6.3.1.1 Product a.k.a. Proposition
6.3.1.2 Price a.k.a. Cost of Involvement
6.3.1.3 Place or Accessibility
6.3.1.4 Promotion a.k.a. Social Communication
6.3.1.5 Publics
6.3.1.6 Partnership
6.3.1.7 Policy and Political Power
6.3.1.8 Purse Strings
6.4 Principles of Social Marketing
6.5 Social Entrepreneurship
6.5.1 Social Entrepreneur Versus Business Entrepreneur
6.5.2 Social Enterprise
6.5.3 Antecedents of Social Entrepreneurship
6.6 Critical Marketing and Social Marketing
6.7 Applications of Social Marketing: Success, Failure, and Mixed Results
6.7.1 The Truth Campaign in the USA
6.7.2 The Indian Institute of Management´s (IIM) Family Planning and Condom Awareness Programme in India
6.7.3 Done 4 Campus Drinking Norm Campaign in the USA
6.8 Current Challenges and Opportunities of Social Marketing
6.8.1 Addressing Equity and over-Fixation on Individual Behaviour
6.8.2 Success of Social Networks
6.8.3 Sustainability and Scale
6.8.4 Strategic Planning and Design Issues
6.8.5 Data Collection Difficulties
6.9 Chapter Summary
References
Chapter 7: Evolving Consumer Representations and Roles
7.1 VSCO Girls and the Environment
7.2 Introduction
7.3 Consumers Consume What they Are
7.3.1 Ethical Consumption Versus Sustainable Consumption Versus Green Consumption
7.4 Consumer Activism
7.4.1 Buycotting
7.4.2 Boycotting
7.4.3 Naderism
7.4.4 Consumer Activism and Social Movements
7.4.5 Political Consumerism
7.5 Forms of Consumer Activism
7.6 Consumer Resistance
7.6.1 Consumer Revenge
7.6.2 Subvertising
7.6.3 Counterculture and Rebellious Consumption
7.7 Alternative Forms of Consumption
7.7.1 Thrifting
7.7.2 New Consumption Communities
7.7.3 Alternative Monetary Systems
7.8 Concluding Thoughts
References
Index
