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The Rise of Sustainability Marketing: Building Brands with a Focus on Environmental Responsibility

Book Title: Emerging Trends in Commerce and Management

Editor:  Dr. Nilesh Anute

ISBN:  978-81-979197-7-0

Chapter: 9

DOI: https://doi.org/10.59646/emc9/255

Authors: 

Dr. Kunal Patil,  Associate Professor, Dr D Y Patil Institute of Management Studies, Akurdi, Pune, Maharashtra, India.
Ms. Asmita Laxmikant Mudaliar,  Associate Professor, Tirpude Institute of Management Education, Nagpur, Maharashtra, India.

Learning Objectives

The Rise of Sustainability Marketing: Building Brands with a Focus on Environmental Responsibility delves into the critical importance of sustainability marketing in today’s business environment. This chapter explores the principles of sustainability marketing, emphasizing its role in aligning business practices with environmental responsibility. It examines how leading brands integrate eco-friendly initiatives into their marketing strategies, creating a strong connection with environmentally-conscious consumers. By analyzing the influence of sustainability marketing on consumer behavior, the chapter highlights how these efforts foster brand loyalty and drive purchasing decisions. It also addresses the challenges and opportunities brands face when implementing sustainability initiatives, offering insights into overcoming barriers and leveraging advantages. Through the evaluation of best practices and successful case studies, the chapter provides a comprehensive understanding of effective sustainability marketing campaigns, showcasing how brands can authentically communicate their commitment to sustainability. This exploration equips readers with the knowledge to develop and execute sustainability marketing strategies that resonate with today’s eco-aware audience, ultimately contributing to a brand’s long-term success and positive environmental impact.

References

  1. Challa A and Anute N (2021) The Effectiveness of Instagram Content Marketing on Brand Building of a Company, Journal of Sales, Service and Marketing Research e-ISSN: 2582-7804 Volume-2, Issue-2 (2021), page no. 1-7.
  2. Kumar, P., Polonsky, M., Dwivedi, Y.K., et al., 2021. Green information quality and green brand evaluation: the moderating effects of eco-label credibility and consumer knowledge. Eur. J. Market. https://doi.org/10.1108/EJM-10-2019-0808.
  3. Lee, C.T., Hsieh, S.H., 2022. Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behav. Inf. Technol. 41 (6), 1270–1285. https://doi.org/10.1080/ 0144929X.2021.1872704.
  4. Li, B.K., Nan, Y.F., 2023. Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products. Market. Intell. Plann. 42 (4), 304–328, 2023.