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Sustainability, Epistemology, Ecocentric Business, and Marketing Strategy: Ideology, Reality, and Vision

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  • Helen Borland
  • Adam Lindgreen

Abstract

This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species’ well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research. Copyright Springer Science+Business Media Dordrecht 2013

Suggested Citation

  • Helen Borland & Adam Lindgreen, 2013. "Sustainability, Epistemology, Ecocentric Business, and Marketing Strategy: Ideology, Reality, and Vision," Journal of Business Ethics, Springer, vol. 117(1), pages 173-187, September.
    • Handle: RePEc:kap:jbuset:v:117:y:2013:i:1:p:173-187
    DOI: 10.1007/s10551-012-1519-8
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    Cited by:

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    8. Graf, Erika, 2015. "Raising sustainability awareness and understanding in higher education," Working Paper Series 08, Frankfurt University of Applied Sciences, Faculty of Business and Law.
    9. Sougata Ray & Bikramjit Ray Chaudhuri, 2018. "Business Group Affiliation and Corporate Sustainability Strategies of Firms: An Investigation of Firms in India," Journal of Business Ethics, Springer, vol. 153(4), pages 955-976, December.
    10. Jay Joseph & Marc Orlitzky & Bruce Gurd & Helen Borland & Adam Lindgreen, 2019. "Can business‐oriented managers be effective leaders for corporate sustainability? A study of integrative and instrumental logics," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 339-352, February.
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    13. Giacomo Buzzao & Francesco Rizzi, 2021. "On the conceptualization and measurement of dynamic capabilities for sustainability: Building theory through a systematic literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 135-175, January.
    14. Jay Joseph & Helen Borland & Marc Orlitzky & Adam Lindgreen, 2020. "Seeing Versus Doing: How Businesses Manage Tensions in Pursuit of Sustainability," Journal of Business Ethics, Springer, vol. 164(2), pages 349-370, June.
    15. Maria Cristina Zaccone & Cristina Santhià & Martina Bosone, 2022. "How Hybrid Organizations Adopt Circular Economy Models to Foster Sustainable Development," Sustainability, MDPI, vol. 14(5), pages 1-20, February.
    16. Frederick Ahen, 2018. "Dystopic Prospects of Global Health and Ecological Governance: Whither the Eco-Centric-Humanistic CSR of Firms?," Humanistic Management Journal, Springer, vol. 3(1), pages 105-126, July.
    17. Helen Borland & Véronique Ambrosini & Adam Lindgreen & Joëlle Vanhamme, 2016. "Building Theory at the Intersection of Ecological Sustainability and Strategic Management," Journal of Business Ethics, Springer, vol. 135(2), pages 293-307, May.
    18. Johannes (Joost) Platje & Markus Will & Monika Paradowska & Ynte K. van Dam, 2022. "Socioeconomic Paradigms and the Perception of System Risks: A Study of Attitudes towards Nuclear Power among Polish Business Students," Energies, MDPI, vol. 15(19), pages 1-15, October.
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