Managers should define the concepts and goals of marketing and sustainability, and their relation to strategy, then use the marketing team to drive change.
Business Functions: Marketing
Social product features such as labour practices can affect a person’s buying intentions, but most people will not trade off on functionality.
This systematic review synthesizes 30 years’ research research on socially conscious consumerism, and helps business understand customer behaviour.
This executive report summarizes 30 years’ research on socially conscious consumerism, and will help businesses understand customer behaviour.
Consumers will pay a 10% premium for sustainability, and demand a greater discount for “unsustainability,” but they won’t trade off functionality.
Consumers will pay more for ethically produced goods, but they’ll “punish” a company for unethical practices by more than they will reward ethical ones.
The Socially Responsible Purchase and Disposal (SRPD) scale measures how consumers make green purchases and finds that it hinges on making a difference.