Specific strategies for teaching sustainability in marketing classes, shared by award-winning instructors from around the world.
Can a product’s sustainability—or lack thereof—influence how consumers view its other attributes? In which contexts can sustainability hurt sales?
Studies demonstrate social normative pressures can lead people to adopt positive behaviours, which can be useful from an environmental marketing standpoint.
The right corporate social responsibility initiatives can improve your brand equity, while inappropriate or ill-timed CSR tactics can hurt you.
For those leaders still trying to make the business case for sustainability, here’s something to tell senior management. For those leaders still trying to...
Explore 2012’s most popular Thought Leader posts.
How Do Green Products Pay? Customers will pay up to 5 to 10 per cent more for responsible products or services if function and quality remain the same. How...
Social product features such as labour practices can affect a person's buying intentions, but most people will not trade off on functionality.
Consumers will pay a 10% premium for sustainability, and demand a greater discount for "unsustainability," but they won't trade off functionality.
When status is important, we may buy green products with inferior attributes—especially when they cost more.
With 150 certified B Corps, Latin America is the fastest growing B Corp region outside of North America. This report explores challenges facing Empresas B.
A responsible corporate image is hard to build and easy to lose, and managers need to treat it as more than a short-term public relations issue.
Consumers reward companies that offer fair products, even in price-sensitive industries such as consumer banking.
Managers should define the concepts and goals of marketing and sustainability, and their relation to strategy, then use the marketing team to drive change.
Businesses can cut costs, motivate employees, enhance reputation and increase sales — while helping the environment, employees, and community.
Slogans and ads used in environmental campaigns often use stronger and assertive language than ads for consumer goods, which is critical to their success.
Customers will pay more for a product or service when a greater portion of the price goes to the cause. What else influences people’s willingness to pay?
Businesses can gain three main advantages by investing in developing world markets: 1) a new source of revenues, 2) lower operating costs, and 3) access to innovation.
Owners of environmentally-friendly vehicles are less willing to give up driving altogether, but are more willing to purchase another hybrid.