Wrap up of our discussion of the problems with conventional marketing and an introduction of sustainable consumer behavior.

1. Sustainable
Consumer
Behavior –
Part 1
BA 442: SUSTAINABILITY
BEHAVIOR OF CONSUMERS,
FIRMS, AND SOCIETIES

2. Become invaluable.

3. The Problem with
Marketing:
Socio-Ecological
Problems
Sustainable Consumer
Behavior
Sustainability Marketing Values &
Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior
Goal of BA442:
provide students with
the knowledge to
enhance sustainable
behaviors in firms,
among consumers, and
in society at large.

4. WHAT IS MARKETING?
Creating, communicating and
delivering value to a target market at
a profit.
“CCDVTP”
-Philip Kotler

5. MARKETING AND THE SUSTAINABLE
DEVELOPMENT GOALS (SDG’S)

6.  Internal and customer
focused, depleting,
polluting
 Objectifying, degrading
 Wasteful, polluting
 Inequality
 Revenue is privatized and
costs are socialized
SUMMARY: PROBLEM WITH MARKETING
 Creating
 Communicating
 Delivering
 Target Market
 Profit

7.  Collaborative and whole
systems focused;
renewable, zero waste
 Uplifting, inclusive
 Product take back
 Inclusive
 True cost
PROBLEM WITH MARKETING
 Creating
 Communicating
 Delivering
 Target Market
 Profit

8. Extraction of
Raw
Materials/Mate
rial
Manufacturing
Automobile
Manufacturing
Use/Maintena
nce
Disposal
Resource Use
Energy
Consumption
Air
Noise
Water
Waste
Land Use
Health/Accide
nts
SOCIO-ECOLOGICAL IMPACT MATRIX
AUTOMOBILE

9. AUTOMOBILE MANUFACTURING

10. Extraction of
Raw
Materials/Mate
rial
Manufacturing
Automobile
Manufacturing
Use/Maintena
nce
Disposal
Resource Use
Energy
Consumption
Air
Noise
Water
Waste
Land Use
Health/Accide
nts
SOCIO-ECOLOGICAL IMPACT MATRIX
AUTOMOBILE
High Impact Medium ImpactKey:

11. Cultivation/P
rimary
Processing
Roasting and
Packaging
Distribution Consumption
& Disposal
Energy
Air
Water
Soil
Waste
Ecosystems
Health
Equity
SOCIO-ECOLOGICAL IMPACT MATRIX
COFFEE

12. COFFEE PROCESSING

13. SOCIO-ECOLOGICAL IMPACT MATRIX
COFFEE
Cultivation/P
rimary
Processing
Roasting and
Packaging
Distribution Consumption
& Disposal
Energy
Air
Water
Soil
Waste
Ecosystems
Health
Equity
High Impact Medium ImpactKey:

14. Reveals risks: if unmet may cause you to lose
customers
Identifies opportunities for innovation: if
addressed creatively may enable you to gain
customers and/or increase margins
Collaborative and open process: used in
companies such a matrix would be a tool used by
a cross-disciplinary team
High level, quick assessment: additional,
detailed information and data is needed both on
internal processes and also on consumer
preferences
USING THE MATRIX

15. PREFERENCE/IMPACT MODEL
Customer Preference
Socio-ecologicalimpact
Energy
Health/Accidents
Waste

16. Recognition
of Need or
Want
Information
Search
Post-Use
Evaluation
of
Alternatives
Purchase Use
TOTAL CONSUMPTION PROCESS