Documentos de Académico
Documentos de Profesional
Documentos de Cultura
9
Management Letters
Cuadernos de Gestión
Volume 23 / Number 1 (2023) • ISSN: 1131-6837 / e-ISSN: 1988-2157
ARTICLE INFO
ABSTRACT
Received 16 November 2022,
Accepted 16 November 2022 This special issue of the Management Letters / Cuadernos de Gestión is dedicated to presenting those articles
that are included as part of the special issue on consumer behavior and sustainable issues and that highlight
Available online 18 January 2023
marketing’s important role in encouraging sustainable consumption. The first part of this editorial presents
DOI: 10.5295/cdg.221853pm six articles that structure this special issue. The second part examines the concept of sustainable marketing and
the most effective ways to change consumer behaviour to become more sustainable.
Keywords: Sustainability, business ethics, sharing economy, consumer behavior, branding, social networks,
gene- rations.
RESUMEN
Este número especial de Management Letters / Cuadernos de Gestión está dedicado a presentar aquellos
artículos que se incluyen como parte del número especial sobre el comportamiento del consumidor y su vínculo
con aspec- tos sostenibles y destaca el importante papel del marketing en el fomento del consumo sostenible. La
primera parte de esta editorial presenta los seis artículos que estructuran este número especial. La segunda parte
de este editorial examina el concepto de marketing sostenible y las formas más efectivas para modificar los
comportamientos de los consumidores de modo que sean más sostenibles.
Palabras clave: Sostenibilidad, ética empresarial, economía colaborativa, comportamiento del consumidor,
marca, redes sociales, generaciones.
Sustainable issues and marketing Given the social and environmental challenges facing poli-
cymakers and businesses, a logical question for marketing ac-
In this context, marketing academics and professionals ademics and professionals is: What would a sustainability-ori-
must consider their role in improving marketing entated vision of marketing look like? Peattie and Belz (2010)
effectiveness and in contributing to sustainable development. It sum it up through a pseudo-mnemonic, that sustainable mar-
might seem that marketing goals and assumptions are keting is marketing that endures forever, delivering solutions
incompatible with sus- tainability goals and assumptions; to our needs that are: ecologically orientated (taking account
nevertheless, there is growing interest in sustainable marketing of the ecological limits of the planet and seeking to satisfy our
within and outside the market- ing academy. Sustainable needs without compromising the health of ecosystems and
marketing is defined as “the process of creating, their ability to continue delivering ecosystem services); viable
communicating, and delivering value to customers in such a (from a technical feasibility and economic competitiveness
way that both natural and human capital are preserved or perspective); ethical (in promoting greater social justice and
enhanced throughout” (Martin & Schouten, 2014, p. 18). equity); and relationship-based (in moving away from viewing
Sustainable marketing shares the long-term orientation of rela- marketing in terms of economic exchanges, toward viewing it
tionship marketing, as opposed to the conventional short-term in terms of the management of relationships between business-
transaction focus of modern marketing (Peattie & Belz, 2010). es and their customers and other key stakeholders). By consid-
The transition to sustainable marketing involves the integration ering these aspects, the impact of today’s decisions on future
of social and environmental criteria into conventional market- generations of consumers, citizens, investors, and managers
ing thinking and processes. It therefore requires their integra- will not be ignored.
tion into the articulation of marketing values and the setting of
marketing goals. Given the challenges that the marketing disci-
pline currently faces in terms of a transformation toward a References
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