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    • The External Context

    • Overview, Learning Outcomes and Structure of the Lesson

    • Marketing Within Its Social Context

    • Antecedents of Sustainability Marketing

    • Elements of Sustainability Marketing

      In the following video, we will look at what sustainability marketing tries to do in more detail:


    • A Global Context


    • Review and Discussion Questions

      1. Why might societal goals be more difficult for marketers to define than consumer goals?
      2. How is sustainability marketing different to societal marketing and social marketing?
      3. If there are different conceptions of sustainability in different countries, what are the implications for sustainability marketers?

    • Literature and References

      Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. Ed., Chichester: Wiley, p. 21-48. 

      Peattie, K. (2001): Towards Sustainability – The Third Age of Green Marketing, Marketing Review, 2(2), p. 131-148.
      It traces the evolution of marketing across the different eras in which it has tried to address sustainability issues. 

      The Hague Centre for Strategic Studies & TNO (2011): Sustainability in a Multipolar World, http://www.hcss.nl/reports/sustainability-in-a-multipolar/world/61/.