Bell (2009) states that the sustainability in marketing is the conventional marketing view. This can be explained that the sustainable marketing ay be developed and holding the nature of the consumption by generating the social and environment value. In the order word, the aim of sustainability marketing tries to adopt the customer value, social value and environment value.
To explore the sustainability in marketing, the report will focus on the basic of sustainability marketing, examining the four as of sustainable consumer behavior, critically analyses the strategies to boost sustainable consumer behaviors in practice, justifying the sustainable marketing strategy and practice and identifying the principle of effective social marketing. Sustainability marketing definition Environment issues become as a part of marketing concept in asses and it can be defined as green or sustainability marketing (Emery 2002).
Petite (1995) reported that the term of using environment marketing and green marketing is link together when they relate to environment and social issue. The green marketing is explained as the process of marketing the products and service which are CEO-friendly safe. The green marketing is applied due to the concern of environmental consumer safe which means supporting the environmentally solution in two objective consumption and reparability.
These objectives are based on the firm’s strategy is to match with requirement, demands and the interests of the target market that aims to develop the marketing strategy to satisfy the consumer’s view and society’s demand (Kettle and Keller, 2006). A core corporately mission and vision has to be concerned and support the sustainable marketing by designing, promoting , producing and delivering of green products that have to Join force between all department in company. Moreover, the clients expect the raw material come from CEO – friendly resources of supply chain ( Bell & Apatite 2009).
The main purpose of sustainability marketing is trying to adopt the customer demands and deliver to value of consumer by producing the sustainability goods and services (Martin & Stouten 2012). To success in sustainability, marketer should consider the sustainable consumer behavior and consumption’s beliefs and attitudes. Sustainable consumer behavior Sustainability consumer behavior is the way in which the customer behaviors focus on improving the specific social needs and the environmentally sustainability.
This strategy will concentrate on what the clients should or should not buy, how the reduces use in an effective way and what customers will do with the sustainability substitute goods and services. Hence, the more CEO-friendly consumption causes changing in customer behaviors as well as the companies’ activities (Charter et al, 2002). To understanding the complexity in customer’s demands, there are four steps in Four As of sustainability consumer behaviors – Awareness, Acceptance, Ability and Action.
Awareness is defined as the knowledge and understanding (Mascaras Giant 2012). Here, people have to understand and know their needs for the sustainability products and its impacts on the environment. Additionally, people should aware that if the products are not safe for the society and stop consuming those harmful products Jackson 2005). Second, they should have responsibility with their beliefs on the sustainable solutions as the result from green products. For example, energy-saving home panel and greenhouse gases. People have to approve the lowest level of social desirability.
Thirdly, consumers are able to conduct in activities in which they tend to know the instruction of using the product in the environmental safety. The final step, customers will act to make the responses and requirements to the particular sustainability goods and services. These stages are important to the understanding of buying decision process and may reduce the sustainability of buying decisions. Strategies to boost sustainable consumer behaviors in practice Jackson (2005) proved that variety strategies of consumer behavior changes and suggestions to manufacturers to develop the environmental routines.
However, the challenge barriers to enter to sustainable consumption are recognized people’s accessibility who formulates a strategy (McKenzie – Mohr, 2000). This means that the target consumer behaviors focus on impacts of their performances to the environment, such as what the most sustainable behaviors are assumed by policy and marketers. Strategies also base on the environment customer’s awareness which is demonstrated as the customers must understand and have knowledge of the issues, what the best solutions and results can be.
Next step is consumers must accept the delivered information and respond on their actions that can be accepted by the social beliefs. Finally, the ability has involved in consumer’s sustainable behaviors should follow to the government laws and regulations, and also community’s beliefs. The sustainable marketing strategy and practice The difficult challenges are that companies need to apply the sustainable marketing which react to consumer demands and would be into their product cycle and long term development to follow the sustainable approaches (Bezel & Apatite, 2009) .
In this circumstance, the purpose of environmental marketing is to reduce the energy using and recycling. For example, the Undue Jean CO’s strategy is to add to sustainable placement in its production to reduce its impacts to the environment. The economic approaches are boosting the company profits and the market share of green products and services. The Social approaches aim is set the products to have a long term benefit like healthy and safety when those goods are consumed.
Literature (1990) reported that the sustainable marketing has developed base on the ACS- Customer solutions, Cost, Convenience and Communication – that can correspond to the customer’s view on the marketing mix. From the customer solution step, the green product should be focus on the sustainable development. In this case, the company should fulfill its clients’ demands and deliver the instruction and solution to deal with the sustainable issues. For instance, the home appliances should be consumed less energy by reducing the electricity and gas bills in customer perspective.
In cost perspective, unlike the traditional marketing mix, the sustainable marketing is influenced by opinions between costs and value terms (Bezel & Apatite, 2009). The products which involve economic usage, ease of recycle process and disposal is more attractive the customer, an important factor of sustainability marketing mix. The customer convenience means that products should be easy to find, use and remove. In this term, the Opts offers a new kind of the disposal bags for returning used phones which can adapt to customer convenience views.
The customer communication, the marketing mix must focus on the information and instruction about the product and misleading claims. For instance, the company must to go beyond its commitments and show credible label display for their products which declare the information of products as well as the certificate of the third party acceptance (for example: green product approval and scientific research claims) bout the production and the process as well as the company’s reputation (Beet & Apatite, 2009).
The principle of effective social marketing The effective social marketing is classified bases on the customer solution, cost and communication to encourage the stakeholder to accept their behaviors of the sustainability products. To illustrate, the marketing strategy should satisfy cost saving with the reliable and lower cost benefits without the changing in behaviors. Furthermore, firms can improve their reputations by not only provide the certifications but also their actions. If its products follow the sustainable marketing in a standard way, the brand name can be well-known in the market and improve the customer’s trust.
Those organizations can also gain the competitive advantages by applying sustainable solutions that provide information for safe development of product for customer without health threats (Bell & Apatite, 2009). Conclusion The sustainability marketing and performing it in business should be considered on both social and environmental perspectives in all part of business operations. The message of sustainable marketing provides firms a chance to improve the risk management of sustainable market and gain competitive advanced.