Socially Responsible Consumption and Marketing in Practice

Unsustainable consumption and production patterns are endangering global development more than ever (United Nations Environment Programme, 2015).

Many practitioners in marketing and policy are concerned with the means by which to encourage consumers to adopt more sustainable consumption patterns and lifestyles. Frequently utilized approaches emphasize personal benefits (e.g., healthier, more energy efficient) that are accompanied by green consumption alternatives. However, many sustainable products and services cannot provide added personal value to their nongreen counterparts, thereby leaving companies and policy with the question of how to encourage sustainable consumption in these domains. To this end, the current chapter aims to illuminate major research strands and empirical results that provide insights into the basic approaches of a normatively shaped motivation for sustainable consumption. Based on these approaches, the present chapter outlines potential means and activities that illustrate how these approaches might be implemented in marketing strategies. These illustrations are deemed to serve as starting points for further developments and adaptive extensions to the specific contexts that practitioners cope with.

The fashion sector is not only well known for economic value but also for the negative social and environmental consequences it causes. Thus, fashion customers have become more environmentally and socially conscious in their purchase and consumption decisions. Various collaborative fashion consumption modes, such as fashion reselling and fashion rental, have spread across many countries as a new form of socially responsible consumption. However, despite the growing popularity of collaborative fashion consumption platforms, the concept of collaborative fashion consumption often remains unclear. Moreover, little attention has been devoted by academic scholars to the context of sharing systems in retail consumer goods and especially to fashion items. Therefore, the aim of this chapter is to offer an overview of collaborative fashion consumption as a relevant contemporary marketing trend.

It is said that real India lives in rural areas. Sustainability can be found very easily in traditions, practices, culture, ethics, sense of belongingness, camaraderie, mindful living of the villages, and small towns of India. They may lack the modern way of living and infrastructure, but their way of existence is such that they contribute toward making sustainable communities. This is specifically reflected in their behavior of consumption; obviously it is also related to their income but consumption in rural areas of India is way lower than those of urban areas, even if that is to be compared by keeping population size as the same. This chapter presents an informative analysis for the reasons and methods which rural population of India practices that results in sustainability. There are practices which are found wide and large such as sharing, self-sustenance because of farming, recycling, less influence of media, simpler living, work-life balance, valuing natural resources, inherent practices of protecting the environment, and pro-community sentimentalities that lead to sustainability. Attitude toward consumption is guided by the so-called spiritual way of living and having satisfaction with life. Happiness does not necessarily come by acquiring tangible resources but by having meaningful relationship, acquiring wisdom, and following indigenous way of living and transferring it to the next generation. This chapter presents a short report by having a take on economic indicators and traditional and cultural practices of rural India and hence present an explanation for how and why sustainable consumption practices are prevalent in such places.

Case problem:

Results achieved: It appeared that all the consumer activists’ personal consumption practices were driven by universal love and spirituality. Findings particularly show that universal love and spirituality are reflected through respect, compassion, responsibility, religious bonds, bonds with nature, and happiness. The alterations make their relationships with others and with nature less self-centered and loving which can steer Socially Responsible Consumption at the individual level making sustainable initiatives implemented through consumer activists by instilling mindfulness and rewiring individuals’ mindsets to share universal love and harness spirituality. The study delivers valuable insights about how one’s true caring and kindness toward others will avoid

Situation faced: Manish, owner of Deepika store—a famous standalone retail store in a residential hub, involved in retailing the brands of daily needs to the residents of the area. With the advent of technology, he had witnessed the surge in new categories of products and brands, leading to high consumer choices. As a retailer, he was interested in providing sustainable brands due to future requirements. He was worried and in a dilemma, is this the right time to venture into sustainable products and brands tagged-of-its-kind retails stores. Action taken Manish had interacted with various suppliers of sustainable brands and products, dealing for a longer period. He also studied the various retailers, particularly the online retailers, who were involved in the business of sustainable brands and products. He also categorized and reviewed the various products as per their category listing, which can be replaced with sustainable brands and products. Finally, he had also taken the advice from his father for his opinion. Results achieved: The results of this case were Manish was able to integrate the application of sustainable practices seamlessly and flawlessly in his retail outlet. Also, he was instrumental in developing a chain of such retails stores, which were famous for sustainable products and brands. Also, he tried his hands not only in the hybrid format but also looked out for niche retail outlets only providing sustainable products which were customized and integrated services using the concept of backward integration. Lessons learned: The various lessons which can be learned from this includes—the application of sustainable business practices in the retail format. It also provides the learnings of how sustainable brands are important in the coming days—the lessons of integration of sustainability both at a strategic level as well as in the tactical level. The learnings will also include the functioning of various retail formats and their marketing mix, especially merchandising management. The case learnings can be generalized in various business settings.

(b) Action taken: Planet Fitness is self-proclaimed to be a Judgement Free Zone^®, where people can exercise without any type of intimidation. All their centers are provided with a ‘Lunk Alarm’, a loud siren that goes off when members behave in an intimidating way. This is part of the Judgement Free Generation^® project, designed to combat bullying and judgment in today’s society.

Chapter Overview

The rich Asian food heritage, with its wide variety and flavors, is regarded as the pride of the region. Unfortunately, the abundance of food and its availability is also cultivating a waste culture. Changing lifestyle, marketing activities, and cheap and readily available food continues to escalate unsustainable food consumption. Specifically, in Malaysia, food consumption practices are strongly influenced by the cultural, religious, economic, and ethnic diversity. These factors pose unique challenges to change unsustainable food consumption practices among consumers. As a platform against food waste and to curb environmental degradation, societies are applying sharing economy principles to food consumption. Consequently, food banks have emerged as effective food waste management strategies. In Malaysia, via the initiatives of Domestic Trade and Consumer Affairs Ministry, Food Bank Malaysia Program was introduced and involves an extensive network of hypermarkets, restaurants, social enterprises, and individuals that enables excess food to be distributed to the needy. Food banks are social organizations, function as intermediaries within the food waste management network, supporting social innovations to address food consumption. In this case study, we focused on a specific food bank in Malaysia which faced different strategic issues, particularly in the operation and management in the food sharing initiatives. To understand the roles, challenges and issues involved in the operations of food banks, we used multiple data sources including observation field notes and interviews. It is also complemented with secondary sourced materials such as food bank and government websites, newspapers articles, podcast, blogs, and media press. This case study aims to provide strategic challenges and opportunities for social organizations in creating, communicating, and providing values to consumers, while achieving sustainable consumption goals.

The CRT has three typologies: agritourism, ecotourism, and experiential tourism. In the latter, the tourist and the community establish an anthropological bond. Both (Community-Tourist) revalue the used resources, reinvigorating the area’s cultural identity. Besides, it allows creating new jobs and sustainable trade opportunities among its stakeholders: communities, operators, and complimentary services (accommodation, restaurants, fairs, festivals, travelers, archaeological sites, among others).

Using a real-life business case of an airline, this case study demonstrates how exemplary leadership emancipates employees and accelerates employee agility to better serve customers, especially when there is an unprecedent call for discharging corporate social responsibility (CSR). During the height of the COVID19 pandemic in early 2020, the national carrier of a South Asian nation executed a CSR strategy which illustrates a humanitarian project of a commercial airline. The airline confronted with a challenge of rescuing 33 citizens, who were helplessly trapped in Wuhan, where the world’s first COVID19 lockdown was reported, isolating the city from the rest of the world. The chief pilot of the crew sets an example as a leader by volunteering to take part in the rescue mission. The front-line employees of the airline were motivated. This inculcates an authentic and committed feeling of shared responsibility among the employees. The employee agility gained through the strategic intervention made them come forward, to accomplish the humanitarian mission. The carrier, struggling to stay afloat due to volatile industry conditions, successfully accomplished the rescue mission. The operation was far from a normal flight. Showing solidarity and humanity during a time of unprecedented need, risking their own lives, to bring 33 fellow human beings to safety, the crew earned the admiration of those rescued and the wider community. Execution of CSR strategy in response to a crisis requires employee agility, resilience, and altruism. To this end, strategic leadership teams should demonstrate exemplary leadership style to reinforce socially responsible employee behaviour. Unpreceded crisis situations require unprecedent CSR strategies. When implemented successfully they often ensure gaining social legitimacy bridging the gap between internal and external marketing nexus of CSR space and addressing the tension between altruistic and strategic CSR.

Situation faced: This case presents the story of Oasis Coffins, a manufacturer of beautiful hand-crafted coffins and ash urns. This venture began its operations  in Bangladesh, paradoxically a Muslim majority country where the demand for coffin is limited. Action taken: The founder of Oasis Coffins, David How, who is a Chartered Environmentalist, took advantage of the location and sustainably sourced natural products that are abundantly available in Bangladesh. Using these products, Oasis Coffins dedicatedly develops coffins and exploits the recent trend of “green” death in the global funeral industry. Results achieved: While both born global firms and sustainability have received significant academic attention in recent years, most studies are based on firms of developed economies. Addressing the research gap, the authors have selected Oasis Coffins, a small venture that successfully integrated the economic, social, and environmental sustainability dimensions while operating from a developing nation. The paper discusses how Oasis Coffins operates as a sustainable business in Bangladesh and has been successfully exporting funeral products in international markets such as the UK, Holland, and Germany. The authors provide an account of the financial challenges, the supply chain, and promotional strategies of Oasis Coffins. Lessons learned: While this study is a significant contribution to the SME, sustainability, and born global literature, it broaches discussion on the founder’s capabilities surrounding opportunity recognition, exploitation, and establishment of a born global firm in a developing nation.

Situation faced: While it may be useful to have a comprehensive wardrobe given the desire to wear different outfits in a variety of situations, it is possible that there is a point where one can simply have too many clothes. This case study sheds light on how consumers in Australia make choices to dispose of and recycle clothing and how big retailers can effectively create value by facilitating clothing recycling instead of relying on notions of passive corporate social responsibility evolving over time. Actions taken: A sample of 455 responses predominantly from female participants in Australia invited via LinkedIn platform provided the key evidence on clothing consumption pattern and disposal preferences in Australia. The results from this clothing consumption behaviour survey have then been linked to the recent recycling leveraging strategy and actions of a large clothing retailer operating in Australia which mainly includes recycling, upcycling and value co-creation with strategic partners to advance sustainability innovation. Results Achieved: Result from the regression analysis of the survey data indicates that ‘no longer fits’ is the key determinant of a decision to donate to clothing recycling outlets followed by ‘wear and tear’ and then ‘out of fashion’. It is suggested that strategies could be formulated that would incentivise and encourage a better flow of quality garments to the recycled clothing outlets and create a stream of customers to the branded fashion suppliers. Survey result also shows that consumers may consider sourcing more of their apparel from recycled clothing outlets if they are guided towards models of shared ownership, fashion libraries or rental options. In line with our findings, the selected clothing retailer is leveraging recycling, reuse, rewear and upcyling in Australia using SMEs, non-profits and consumers as closed-loop supply chain partners. Lessons learned: Big clothing retailers, small- and medium-sized enterprises and non-profit organisations may take advantage of this growing interest in clothing recycling through co-creation of values. Consumers can be an active partner in this integrated model of responsible clothing consumption and conscientious capitalism by attaching redeemable credits at the point of purchase for higher quality slow fashion garments. Larger retailers may consider facilitating clothing swaps in a variety of venues and methods by using smaller regional businesses or non-profit organisations. This would create a closed-loop in a move towards circular economy. Implications have been drawn for the managers of clothing retailers, SMEs, and non-profit organisations in Australia.

The main objective of this research is to provide valuable insight into consumer attitudes and intentions toward avoiding food waste. In this line, the study focuses on the association of several dimensions of perceived risk with wasting and not wasting food.

Sustainable consumption is an integral part of the sustainable development goals. Electrical vehicles (EVs) globally are being promoted as an eco-friendly transport option and as a potential solution to help nations reduce their fossil fuel dependence. The promotion and adoption of EVs is dependent on several socio-technical and environmental factors ranging from government policies, type of batteries, available infrastructure, knowledge and awareness levels, psychological factors, among others. This study presents a case on India—an upcoming EV hotspot in the world and the country which aims to have 30% EVs on road by 2030. Firstly, the factors that affect perception and adoption of EVs in India have been reviewed. Secondly, this study highlights key policy challenges in India related to EVs targeted at different stakeholders and suggests plausible solutions for each of them including implications for research, policy, and society. The results and findings of the study are expected to add value to existing literature on EV adoption in context of developing countries and help policymakers in India devise robust policies on EVs aimed at improving the overall EV ecosystem in India leading to enhanced consumer satisfaction and trust.

Postgraduate students in marketing needed more first-hand learning experiences by addressing live briefs set by clients. The existing curriculum relied on a pedagogical framework using traditional case studies. Furthermore, students did not have many opportunities to work with non-domestic, sustainable brands in a real-life setting. While topics such as sustainable consumption, ethics and corporate social responsibility were covered theoretically in the existing modules, students needed to learn how to apply theory into practice. This chapter describes, examines, and analyses the benefits and challenges of introducing live briefs in marketing education, the challenges faced throughout teaching and group work, and how live briefs had to be implemented in the curriculum to help improve the postgraduate student’s employability skills. Changing consumer behaviour toward more sustainable consumption remains an ongoing concern for existing and prospective marketing professionals, and some employability skills are directly connected to this ongoing concern. Practical introduction of live briefs, supported by domestic and international brands with substantial sustainability agenda, is one solution to enrich pedagogy and learning practices with real-life experiences.