Ethical marketer and sustainability: Facing the challenges of overconsumption and the market

Ardley, Barry and May, Claire (2020) Ethical marketer and sustainability: Facing the challenges of overconsumption and the market. Strategic Change, 29 (6). pp. 617-24. ISSN 1086-1718

Full content URL: https://doi.org/10.1002/jsc.2372

Documents
Ethical marketer and sustainability: Facing the challenges of overconsumption and the market
Authors' Accepted Manuscript
[img] Microsoft Word
research article - MAIN TEXT - JSC 29(6) November 2020 revised.docx - Whole Document
Restricted to Repository staff only until 15 November 2021.

66kB
Item Type:Article
Item Status:Live Archive

Abstract

Based on environmentally informed marketing strategies, Anthony Giddens’ theory of structuration is used to develop new business models that address the twin problems of contemporary capitalism, namely consumer over-consumption and sustainability. Central to the effective implementation of new business models is the individual ethical marketer who acts as an interface between the market, the consumer and the practices of organisations. Sustainable marketing has to be implemented through the actions of individual marketers, customers and the institutional system, in order to avoid what has been heralded as planet Earth’s sixth extinction. Giddens theory is used in a practical way to guide the development of a new three-element marketing policy framework

Keywords:ethical marketers, structuration theory, sustainable business model
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:43157
Deposited On:08 Dec 2020 10:55

Repository Staff Only: item control page