Chapter 17: Contemporary Issues in Sustainability Marketing

After reading this chapter, you will be able to:

In business today, organizations are constantly undergoing transformations to face the challenges posed by sustainability, globalization, global sourcing and emphasis on time and quality based competition. The technology is being increasingly used by the business firms to achieve sustainable development and survive the ever changing consumer preferences and competitive setting of the marketplace. Marketers realized that the traditional, one to one consumer relationships have largely disappeared and consumer behaviour have become infinitely more volatile and difficult to predict. The customer in the recent picture is more aware, educated and takes informed decisions. Companies around the world need to cater and satisfy an explicit base of customers by offering customized and tailored solutions keeping in notice optimum production and consumption of products to achieve sustainable development. Focusing on consumers and providing what they need is one of the best ways to increase satisfaction and thereby achieve sustainable environment (Lee, Shih, & Chung, 2008).