The Routledge Companion to Marketing and Sustainability

This state-of-the-art handbook provides a comprehensive review of recent research and academic thought on the relationship between marketing and sustainability. It combines a ‘micro-marketing’ approach considering how to market more sustainable goods and services, with a more critical perspective considering the implications of our marketing systems for the future of the planet and humankind. It also balances a traditional socio-economic perspective on marketing with a physical systems perspective considering how the consequences of our consumption and production systems play out over time and space.

Bringing together a range of leading international experts from more than a dozen countries, this unique collection addresses both the environmental side of the sustainability agenda, through topics such as product development, packaging and circular economy initiatives, and its social side through topics such as fair trade marketing, bottom-of-the-pyramid initiatives and marketing ethics. A range of key market contexts are discussed including food, mobility, tourism, luxury consumption and sports along with important developments in the field around social marketing, sustainable lifestyles, new information technologies and the need for better marketing of sustainability.

Exploring how marketing can meet the challenge of the transition towards a more sustainable economy and a fairer society, this unique volume will be welcomed by researchers, students and practitioners from a variety of fields including marketing, business ethics, sociology and environmental studies.

Chapter 14 of this book is freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons Attribution-Non Commercial-No Derivatives (CC BY-NC-ND) 4.0 license.

Chapter 23 of this book is freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons Attribution (CC BY) 4.0 license.

Ken Peattie is a Professor of Marketing and Strategy at Cardiff Business School, Cardiff University, UK. He spent almost 12 years as Director of the ESRC-funded BRASS Research Centre based at Cardiff, which specialised in research into business sustainability and corporate social responsibility. His research interests focus on the impact of sustainability marketing; CSR; social enterprise and social marketing. He has published three books and numerous book chapters on these topics and has published in leading journals including Journal of World Business, California Management Review, Journal of Business Research, Journal of Marketing Management, Public Policy & Marketing, Tourism Management and Business Strategy & the Environment. His practical work in the field has included working with the UK government’s Department for Environment, Food & Rural Affairs (environmental impacts of household consumption), Environment Agency (sustainability communications), NESTA (climate change communications), South Wales Fire & Rescue Service (social marketing and sustainable communities) and Welsh Government (social marketing, sustainable living, education for sustainable development and climate change communications). He has also served on the Welsh Climate Change Commission and the UK Human Dimensions of Global Environmental Change Committee.

Roberta De Angelis is a Senior Lecturer at Marketing and Strategy at Cardiff Business School, Cardiff University, UK. Since 2012, she has been researching about the circular economy and circular business models. Roberta’s research focuses on the conceptual and theoretical foundations of circular economy thinking and circular business models, circular business models implementation, socio-ethical foundations of circular economy thinking and circular entrepreneurship. Roberta has authored a manuscript on circular business models (Palgrave Macmillan) and she has published several articles concerning the circular economy and circular business models in peer-reviewed, academic journals including Business Strategy and the Environment, Journal of Cleaner Production, Resources, Conservation and Recycling and Circular Economy and Sustainability. Her research has been presented at highly renowned conferences, including The Annual Meeting of The Academy of Management, The European Academy of Management, The British Academy of Management and The Academy of Marketing conferences. Roberta’s research has been funded by the UK’s Economic and Social Research Council, The British Academy of Management, The Italian Society of Management and Principles for Responsible Management Education Chapter UK and Ireland. Currently, Roberta is recognised as a top scholar by expertise (circular economy) by ScholarGPS.

Nicole Koenig-Lewis is a Professor of Marketing at Cardiff Business School, Cardiff University, UK and an Affiliate of CAST (Centre for Climate Change and Social Transformations). Her research focuses on understanding sustainable consumer behaviour (change) from multiple interdisciplinary angles aiming to inspire truly sustainable approaches to business and marketing. Her current projects address the theoretical debates, drivers and barriers surrounding sustainable behaviours relating to domestic consumption, access-based consumption and festival/event attendance with a focus on events/festivals as agents of sustainable behaviour change. Bridging the gap between academia and the business community, Nicole is working closely with several sport organisations and event/festival organisers, providing insights into spectator behaviours, informing the design of sustainability initiatives and communications, and assessing their effectiveness. She has published her research in journals such as Journal of Business Research, Annals of Tourism Research, Journal of Sustainable Tourism, Tourism Management, European Journal of Marketing, Resources, Conservation & Recycling and European Sport Management Quarterly. She is the co-editor of Public Value: Deepening, Enriching, and Broadening the Theory and Practice (Routledge, 2019).

Carolyn Strong is a Professor of Marketing at Cardiff Business School, Cardiff University, UK. She has published in the Journal of Business Research, Marketing Letters, European Journal of Marketing, Journal of Consumer Behaviour and Journal of Advertising, among others. She has published an edited collection of ethical and social marketing contributions, an edited collection on blockchain and cryptocurrency, and a small marketing enterprise case study book. She is the long-standing Editor-in-Chief of the Journal of Strategic Marketing. In 2024, she was the Chair of the Academy of Marketing Conference held in Cardiff. Her research interests focus on small business marketing, the impact of marketing on society and the community, and cryptocurrency behaviours.