Sustainable marketing: an exploratory study of a sustain‐centric, versus profit‐centric, approach

Abstract

As the need for business to address pressing social and ecological issues intensifies, so does the importance of enhancing the development of sustainable marketing.The current dominant approach to sustainable marketing is based on a Triple Bottom Line (TBL) profitcentric worldview, which suggests that firms can simultaneously improve their financial well-being as they reduce negative social and ecological externalities.However, whereas the scope of TBL marketing is limited to sustainability initiatives that enhance profits, there is a growing need for-and interest indeveloping a sustain-centric approach to marketing that relaxes the need to maximize financial well-being in order to optimize social and ecological well-being. Even *The study was approved by the Psychology/Sociology Research Ethics Board at the University of Manitoba, and used funding from the Norman Frohlich Professorship in Business Sustainability and the F. Ross Johnson Professorship in Marketing.

Grain Yield Potential of Intermediate Wheatgrass in Western Canada

“…The potential to garner support for and the assignment of an economic value to the individual product or practice is dependent on the value society will place on them. A change in the attitude [57] or the measurement and costs [18] of crop production will be required. This will need societal approval, but it will be critical to have producers on board and propose these changes rather than have them implemented from government directives.…”

Guest editorial: Sustainability marketing and sustainability management: exploring new perspectives on sustainable development

“…In spite of diverse research topics, extant research on sustainability marketing is relatively scarce and fragmented, requiring further studies to develop knowledge on marketing phenomena in relation to sustainability and sustainable development (Davies et al ., 2020; Voola et al ., 2022). To advance the current state of research, previous studies suggest shifting from the dominant profit-centric approach, which maximizes financial well-being, to the alternative sustain-centric approach, which optimizes social and ecological well-being (Dyck et al ., 2023). Furthermore, prior research proposes to extend the current boundaries of research on sustainability marketing focusing on sustainable development, for example, by considering a de-growth perspective, indicating possibilities for more radical transformations (Lloveras et al ., 2022).…”