Sustainability Marketing Message
Overview, Learning Outcomes and Structure of the Lesson
Getting the Message Right - Types of Sustainability Appeals
Labelling
The Dangers of Greenwashing
Review and Discussion
- What are the different types of appeal that sustainability marketers can employ within their messages?
- What are the different sins of greenwashing that sustainability marketers need to ensure to avoid?
- Why might communications be more difficult in sustainability marketing than conventional marketing?
Literature and References
Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 197-229.
Ottman, J.A., Stafford, E.R. & Hartman, C.L. (2006): ‚Green marketing myopia‘, Environment, 48(5): 22-36.
The paper looks at how companies have developed their messages and made sure they effectively connect those messages with the concerns and sustainability values of their consumers.TerraChoice (2010): The Greenwashing Report: Homes and Family Editio. Available at: http://faculty.wwu.edu/dunnc3/rprnts.TheSinsofGreenwashing2010.pdf.
The report looks at marketing communications claims across a wide range of countries and what companies can do to ensure that their communications is honest, truthful and ultimately trusted.
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