The marketing practices that aims to reduce the demand for certain products and services, discouraging customers in general or a segment of customers on a temporary or permanent basis. This concept, coined in the 70s, acquires a new dimension when working in sustainability.
Published in Chapter:
Evolution and Future of the Marketing and Sustainability Linkage: Towards a Civil Marketing Approach
Sandra Lizzeth Hernández-Zelaya (Pontifical University of Salamanca, Spain), Fernando Reyes-Reina (Pontifical University of Salamanca, Spain), and María Elena Rodríguez Benito (Pontifical University of Salamanca, Spain)
Copyright: © 2021
|Pages: 19
DOI: 10.4018/978-1-7998-7634-2.ch006
Abstract
The pairing of sustainability and marketing has been around for several decades and has opened new standards in management and marketing. The main objective of this chapter is trifold: First, to shed some light on the distinctions between sustainability marketing and analogous terms; second, to review some of the criticisms that have arisen (i.e., greenwashing or green marketing myopia); finally, the authors offer a broader term for the marketing and sustainability link. The chapter will review the evolution of these concepts and present future directions of the sustainability and marketing linkage. Taking as a starting point theories that propose a new relationship between society and companies (civil economy, corporate citizenship) and the new paradigm of marketing, the authors also put forth a wholesome concept: civic marketing. This concept balances the two objectives expected in a marketing approach: positive business results and customer satisfaction in a sustainable economy.