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Sustainability Marketing Myopia: A Literature Review Along With A Case Study

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  • Zeki Yuksekbilgili

    (Nisantasi University, Istanbul, Turkey)

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).

Suggested Citation

  • Zeki Yuksekbilgili, 2022. "Sustainability Marketing Myopia: A Literature Review Along With A Case Study," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(50), pages 131-138, December.
    • Handle: RePEc:aio:aucsse:v:2:y:2022:i:50:p:131-138
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    References listed on IDEAS

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    1. Thomas P. Lyon & John W. Maxwell, 2011. "Greenwash: Corporate Environmental Disclosure under Threat of Audit," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(1), pages 3-41, March.
    2. Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Stakeholder identification and classification: a sustainability marketing perspective," Management Research Review, Emerald Group Publishing Limited, vol. 39(1), pages 35-61, January.
    3. Urdan, André Torres & Rocha, Angela da, 2006. "Orientação para o mercado: origens, avanços e perspectivas," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 46(2), April.
    4. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Sustainability; marketing; marketing myopia; consumer; consumption;
    All these keywords.

    JEL classification:

    • Z23 - Other Special Topics - - Sports Economics - - - Finance
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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