Chapter 11: Sustainability Marketing Mix

After reading this chapter, you will be able to:

Sustainability marketing phenomenon extends beyond the concern for the needs and wants of present society, and also focuses on the overall well-being of all present and future stakeholders and the world altogether. In the present business environment, more and more firms claim to be strongly committed to sustainability marketing. Marketers play a vital role in developing and promoting sustainable goods and services. In addition, they also help in rendering more sustainability to the traditional ‘marketing mix’ through re-examination of the social and ecological effects of firm's marketing strategies. For instance, price of a product or service is one of the key elements in the marketing mix; and in the sustainability marketing mix the major issue is to convert the social and ecological improvements into a value proposition included in the price that the consumers are ultimately ready to pay. The marketers control and manipulate the elements of marketing mix for gaining customers. Hence, the sustainability marketing mix acts as an interface between the enterprise and the consumers.