SUSTAINABILITY MARKETING MYOPIA: A LITERATURE REVIEW ALONG WITH A CASE STUDY

Zeki Yuksekbilgili
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Zeki Yuksekbilgili: Nisantasi University, Istanbul, Turkey

Annals of University of Craiova - Economic Sciences Series, 2022, vol. 2, issue 50, 131-138

Abstract: Sustainability has emerged as a critical perspective over last decades. After the irrefutable scientific evidences presented, climate change, pollution, biodiversity losses and degradation is clearly observed and accepted by all humans. Apart, many governments had chosen to set goals for sustainability. Marketing, focusing on human itself, could not ignore this trend and tried to center it. As a result, a new perspective started to guide marketing; sustainability instead of continuous consumption. This idea let to a new term called sustainable marketing. However, focusing only on sustainability credentials instead of consumer needs results in sustainability marketing myopia. Whilst sustainability offers good opportunities to companies for differentiation in the marketplace, it can also put businesses at risk of stakeholders’ backlash (Maxwell & Lyon, 2011).

Keywords: Sustainability; marketing; marketing myopia; consumer; consumption (search for similar items in EconPapers)
JEL-codes: M16 Z23 (search for similar items in EconPapers)
Date: 2022
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