Abstract
In today's world, consumption brings contentment. Consumers are glad, thinking themselves as being wealthier and more prominent by buying and consuming more, whereas companies are delighted with the increased profitability resulted by higher production levels. However, given the data on economic and social inequalities in addition to environmental resources which are coming to an end, the happiness cannot continue forever. Therefore, in this chapter, the role of marketing in the formation of consumption culture and the concept of sustainability are reviewed. Moreover, the interaction between marketing and sustainability and what these two concepts can offer for each other is discussed. To guide the companies in forming sustainability strategies, practices of respectable and pioneer companies that are included in the Guardian's “Best Sustainability Practices in Business List” are presented.
TopThe Concept Of Consumption And Consumerism
Consumption is one of the most discussed topics of everyday life. It is sometimes praised and sometimes criticized by almost everyone. The difference between the reactions is due to the complex nature of the concept of consumption.
The concept of consumption cannot be understated as “the action of fulfilling the needs”, but it is a rather complicated action. In his work, Ransome (2005) defines six different modes of consumption in two categories- simple and complex consumption-, as seen in Table 1.
Table 1. Typology of consumption (Adapted from Ransome, P. (2005), Work, Consumption and Culture: Affluence and Social Change in the Twenty-First Century, Sage Publications, London)
| Consumption Typologies |
| Simple Consumption | Necessary Consumption |
| Elaborated Consumption |
| Indulgent Consumption |
| Complex Consumption | Affluent Consumption |
| Conspicuous Consumption |
| Symbolic Consumption |
Key Terms in this Chapter
Green Marketing: Marketing the products which are assumed to be environmentally safe.
Sustainable Marketing: Meets the needs of its present consumers without compromising the ability of future generations to fulfill their own needs.
Marketing Philosophy: A philosophy in which customer’s needs and wants are assigned top priority in business functions.
Consumerism: The belief that people’s happiness requires purchasing goods and services in an increasing amount.
Corporate Responsibility: A business model in which companies conduct their business by considering the positive effects on the stakeholders and society at large.
Sustainability: The ability of something to be maintained at a certain rate or level.
Shopaholic: A compulsively frequent shopper, in an uncontrollable way.
Omniomania: A behavioral disorder resulting in compulsive or addictively shopping. Also known as compulsive buying disorder (CBD).