Marketing and Sustainability: Business as Usual or Changing Worldviews?

Sustainability

C.Michael Hall¹  JoyaA. Kemper²  PaulW. Ballantine³ 

[1]Department of Management, Marketing and Entrepreneurship, UC Business School, University of Canterbury, Christchurch 8041, New Zealand

[2]Department of Marketing, University of Auckland Business School, Auckland 1010, New Zealand

[3]UC Business School, University of Canterbury, Christchurch 8041, New Zealand

关键词: green marketing;    sustainable marketing;    sustainable development;    sustainability;    institutional change;    paradigm change;    worldview;   

DOI  :  10.3390/su11030780

来源: DOAJ

【 摘 要 】

Marketing, and the business schools within which most marketing academics and researchers work, have a fraught relationship with sustainability. Marketing is typically regarded as encouraging overconsumption and contributing to global change yet, simultaneously, it is also promoted as a means to enable sustainable consumption. Based on a critical review of the literature, the paper responds to the need to better understand the underpinnings of marketing worldviews with respect to sustainability. The paper discusses the concept of worldviews and their transformation, sustainability’s articulation in marketing and business schools, and the implications of the market logic dominance in faculty mind-sets. This is timely given that business schools are increasingly positioning themselves as a positive contributor to sustainability. Institutional barriers, specifically within universities, business schools, and the marketing discipline, are identified as affecting the ability to effect ‘bottom-up’ change. It is concluded that if institutions, including disciplines and business schools, remain wedded to assumptions regarding the compatibility between the environment and economic growth and acceptance of market forces then the development of alternative perspectives on sustainability remains highly problematic.

【 授权许可】

Unknown