Social and Sustainability Marketing: A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science

945 Pages·2021·19.873 MB·English

by  Jishnu Bhattacharyya, Manoj Kumar Dash, Chandana Hewege, M.S. Balaji, Weng Marc Lim

“The theme of the casebook is highly relevant. The focus of the book is on
enhancing our understanding on the applicability of marketing science
(marketing for social good context; like social marketing, sustainability mar-
keting). It uncovers an important and highly relevant subject in a compre-
hensive manner. This is especially important in view of i) Hyper connected
world, and ii) recent development all over the globe triggered by COVID-19.
In such a pandemic oriented scenario, socially responsible consumer behav-
iors assume significance in the marketing science domain.
“Marketing is undergoing tremendous transformations. Marketing is basi-
cally an umbrella concept and can be utilized to sensitize consumers about
socially responsible behavior in view of current pressure on sustainability.
Various contributions of researchers and practitioners buttress this point
very strongly!
“There seems to be lot of fuzziness and lack of clarity regarding - social mar-
keting, sustainability marketing, green marketing, ethical marketing and
similar other concepts in the domain area. This book has made a laudable
attempt to present concepts in a lucid manner as-a-single-resource book.
The marketing science presented in this book is dictated by the societal needs
(see for example – Wroclaw in Poland or Sydney in Australia) rather than
individual needs. Corporates are engaging their efforts in this direction.
The book Is organized into 4 sections. It presents theoretical frameworks
and models. Various case studies drawn from diverse applications such as
hoteling, retailing, milk, handloom etc.an in diverse settings gives a compres-
sive picture. Case studies from both developed and developing economies
present an interesting landscape. It brings out the power of social media in
a constructive and emphatic manner.
“The case book is intended to provide a good resource for researchers, stu-
dents, faculty members and corporates, and thus relevant. I compliment the
book editors for bringing out this compendium.
“I hope that the book will sensitize the readers about real-life cases in
socially responsible marketing and how consumers are guided to vari-
ous initiatives on socially responsible behavior. I am confident that the
book will go a long way in Imparting Social and Sustainability marketing
competencies.”
Professor (Dr.) S G Deshmukh
Professor at Indian Institute of Technology Delhi, New Delhi India
[email protected], [email protected]
“This book is a welcome addition to the ongoing dialogue and discourse on
sustainability. The book is nicely aligned to the United Nations Sustainable
Development Goals (SDGs). A great collection of book chapters and case
studies makes a great case for the importance of social and sustainability
marketing in the present times. This book provides a much-needed focus
on responsible consumers and responsible consumption. To achieve the
UN SDGs, it is not enough to have responsible companies, we need a dia-
logue on how to motivate responsible consumption and create responsible
consumers.
“In addition, the book is unique with its focus on both developed and devel-
oping economies. In doing so the contribution of the book is invaluable and
I have no doubt in my mind that it will serve both the academic and the
practitioner communities.”
Dr Sanjit K. Roy
Associate Professor of Marketing at UWA Business School
The University of Western Australia, Australia
[email protected]
“This book covers through an excellent collection of essays a wide range of
topics on Social and Sustainable Marketing. While numerous papers and
some books on the subject have appeared in recent years, to the best of my
knowledge, this book is the first that intends to cover theory and practical
applications in such a wide range and depth on social and sustainable mar-
keting. The book not only reflects an extensive variety of issues but also a
wide geographic diversity of its contributors from four continents, including
Europe, America, Asia, and Oceania.
“The reasons for the wide influence and diffusion of sustainability among
academics, practitioners, and society in general, are not difficult to find.
First, since the definition of sustainable development was proposed, more
than three decades ago, as the ability to generate wealth to meet the needs
of present generations without compromising the ability to generate wealth
for future generations, these concepts have gone expanding and penetrat-
ing society. Second, increasing social pressure on organizations has placed
marketing in a unique position to play a proactive role, not only developing
sustainable products but also influencing and shaping social and sustain-
able consumption in the marketplace.
“In addition, the confluence that this book shows between academic
research, practical applications, through the description of cases, and new
technologies provide the necessary synergy for rapid acceptance in both the
public and private sectors.”
Dr. Rubén Huertas Garcia
Serra-Húnter Associate Professor at Business Department
Faculty of Economics and Business, Universitat de Barcelona, Barcelona
[email protected]
“The book on Social and Sustainability Marketing: A Casebook for Reaching
Your Socially Responsible Consumers through Marketing Science recog-
nizes the importance and trends of social and sustainability marketing. It
is comprehensive, comprising original research, case studies, and pedagogi-
cal discussions and best practices in relation to social and sustainability
marketing. Specifically, it provides readers with up-to-date knowledge of
social and sustainable marketing from multiple perspectives as well as edu-
cators with case studies and materials that could incorporate into teaching
and learning activities for further developing learners’ competencies on the
subject. The discussions on pedagogical approaches and best practices for
imparting social and sustainability marketing competencies are insightful
and useful to educators.”
Dr. Zach Lee
Assistant Professor in Marketing at Durham University Business School,
Durham University England
[email protected]
“This text is an important intervention in the conversation around social
and ecological sustainability which draws on both micromarketing and
macromarketing scholarship to help the reader understand the challenges
with illustrations from insightful cases both from emerging and devel-
oped economies. Such a balance of Northern and Southern perspectives
has been lacking to date.
“The editors should be congratulated for this compilation which should
be essential reading for the discerning student of sustainable consumption
& production”
Professor Pierre McDonagh
Associate Editor, Journal of Macromarketing (USA),
Professor of Critical Marketing & Society, University of Bath, UK

Social and Sustainability
Marketing

Social and Sustainability
Marketing
A Casebook for Reaching Your
Socially Responsible Consumers
through Marketing Science
Edited by
Jishnu Bhattacharyya
Manoj Kumar Dash
Chandana R. Hewege
M.S. Balaji
Weng Marc Lim
First Edition published 2022
by Routledge
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and by Routledge
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© 2022 selection and editorial matter, Jishnu Bhattacharyya; individual chapters, the contributors
The right of Jishnu Bhattacharyya to be identified as the author of the editorial material, and of the
authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
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Library of Congress Cataloging-in-Publication Data
A catalog record for this title has been requested
ISBN: 978-0-367-55363-0 (hbk)
ISBN: 978-1-032-03602-1 (pbk)
ISBN: 978-1-003-18818-6 (ebk)
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eResources are available at www.routledge.com/9780367553630
We dedicate this book to our family, who supported
and encouraged us in our journey.
— Editors