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Marketing and Sustainability: Business as Usual or Changing Worldviews?
Univ Auckland, New Zealand.
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för organisation och entreprenörskap (OE). Univ Canterbury, New Zealand;Univ Oulu, Finland.ORCID-id: 0000-0002-7734-4587
Univ Canterbury, New Zealand.
2019 (engelsk)Inngår i: Sustainability, ISSN 2071-1050, E-ISSN 2071-1050, Vol. 11, nr 3, artikkel-id 780Artikkel i tidsskrift, Editorial material (Annet vitenskapelig) Published
Abstract [en]

Marketing, and the business schools within which most marketing academics and researchers work, have a fraught relationship with sustainability. Marketing is typically regarded as encouraging overconsumption and contributing to global change yet, simultaneously, it is also promoted as a means to enable sustainable consumption. Based on a critical review of the literature, the paper responds to the need to better understand the underpinnings of marketing worldviews with respect to sustainability. The paper discusses the concept of worldviews and their transformation, sustainability's articulation in marketing and business schools, and the implications of the market logic dominance in faculty mind-sets. This is timely given that business schools are increasingly positioning themselves as a positive contributor to sustainability. Institutional barriers, specifically within universities, business schools, and the marketing discipline, are identified as affecting the ability to effect bottom-up' change. It is concluded that if institutions, including disciplines and business schools, remain wedded to assumptions regarding the compatibility between the environment and economic growth and acceptance of market forces then the development of alternative perspectives on sustainability remains highly problematic.

sted, utgiver, år, opplag, sider
MDPI, 2019. Vol. 11, nr 3, artikkel-id 780
Emneord [en]
green marketing, sustainable marketing, sustainable development, sustainability, institutional change, paradigm change, worldview
HSV kategori
Forskningsprogram
Ekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-81096DOI: 10.3390/su11030780ISI: 000458929500225Scopus ID: 2-s2.0-85061095056OAI: oai:DiVA.org:lnu-81096DiVA, id: diva2:1296434
Tilgjengelig fra: 2019-03-15 Laget: 2019-03-15 Sist oppdatert: 2019-08-29bibliografisk kontrollert

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