Many people see a weak association between marketing and sustainable development and even consider them as two incompatible fields. However, marketing benefits from an extremely powerful position to encourage transformations at the production level and to guide consumers towards responsible behaviors. From its inception, marketing has been positioned as a support for the relationship between the company and its customers, with the quest for well-being set in the very foundations of the discipline. In a context that is marked by crises and much skepticism, marketing today should, more than…mehr
Many people see a weak association between marketing and sustainable development and even consider them as two incompatible fields. However, marketing benefits from an extremely powerful position to encourage transformations at the production level and to guide consumers towards responsible behaviors. From its inception, marketing has been positioned as a support for the relationship between the company and its customers, with the quest for well-being set in the very foundations of the discipline.
In a context that is marked by crises and much skepticism, marketing today should, more than ever, prove that it acts in good faith. This book offers practitioners, public authorities, professors and students illustrations that demonstrate that the dissemination of sustainable practices is indeed a marketing issue. It argues that it is particularly important not only to overcome the divide between the concepts of marketing and sustainability, but also to use marketing tools and frameworks to support sustainable development and strengthen the green market.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Sihem Dekhili is a researcher in marketing at the BETA-CNRS laboratory at the University of Strasbourg, France. Her research focuses on responsible consumption, with topics related to eco-labeling, green communication, fair price and ethical fashion.
Inhaltsangabe
Foreword xiii John THØGERSEN
Acknowledgments xvii Sihem DEKHILI
Introduction xix Sihem DEKHILI
Chapter 1. Opposing the Market Through Responsible Consumption to Transform It 1 Abdelmajid AMINE and Mouna BENHALLAM
1.1. Introduction 1
1.2. Corporate adjustment strategies in response to the contestation of market logic 2
1.2.1. From an adaptive perspective of uprising recovery by the companies... 2
1.2.2. ...to a transformative market logic under pressure from protest movements 4
1.3. Ideological and institutional categories of expressions of contestation 7
1.3.1. Towards a redesign of the dominant ideology of the market system 7
1.3.2. Towards reestablishing a relationship of trust with the consumer 8
1.4. Pragmatic and operational categories of of market contestation 9
1.4.1. Towards a sustainable reconsideration of product offerings 9
1.4.2. Towards a necessary reconfiguration of supply and distribution channels 11
1.5. Conclusion and implications 13
1.6. References 15
Chapter 2. Luxury and Sustainable Development: Companies and the Challenge of Overcoming Consumer Reluctance 19 Mohamed Akli ACHABOU and Sihem DEKHILI
2.1. Introduction 19
2.2. The commitment of the luxury sector to sustainability: an unavoidable but risky strategic choice! 20
2.2.1. From luxury that wastes natural resources to "sustainable luxury" 21
2.2.2. Luxury companies and the challenge of sustainability 23
2.3. The perceived contradiction between luxury and sustainable development: origins and solutions 27
2.3.1. The sources of consumer reluctance towards sustainable luxury offers 27
2.3.2. What solutions are there for better integrating sustainable development into luxury? 30
2.4. Conclusion 32
2.5. References 34
Chapter 3. The Fight Against Food Waste: Approaches and Limits to Consumer-based Actions 37 Guillaume LE BORGNE, Margot DYEN, Géraldine CHABOUD and Maxime SEBBANE
3.1. Introduction 37
3.2. Food chains under tension, food losing value 38
3.2.1. Food chains: the interactions and tensions of actors 39
3.2.2. Giving value back to food? 41
3.3. Consumer responsibility 42
3.3.1. Food standardization: An injunction to downgrade products? The case of fruit and vegetables 43
3.3.2. Combating waste at the consumer level, individualism and accelerated lifestyles: What are the contradictions? 44
3.4. Reducing food waste in mass catering 45
3.4.1. Separate, weigh, and inform: A winning strategy? 46
3.4.2. Towards a collective awareness of sectoral restrictions and the degree of consumer autonomy 47
3.5. Conclusion 50
3.6. References 52
Chapter 4. Food Waste in Family Settings: What are the Challenges, Practices and Potential Solutions? 55 Amélie CLAUZEL, Nathalie GUICHARD and Caroline RICHÉ
4.1. Introduction 55
4.2. The actors in family food waste: everyone is involved! 57
4.2.1. One family, one way of wasting: many families, many ways? 57
4.2.2. Role and perception of the main members of the family on food waste 61
4.3. Multifaceted wastage during family consumption at home 65
4.3.1. Managing shopping: a chronicle of foretold waste 66
4.3.2. Sorting and storing groceries 69
4.3.3. During meals: What about waste at the table? 71
4.3.4. Proposed anti-waste solutions for each stage of consumption 73
Chapter 1. Opposing the Market Through Responsible Consumption to Transform It 1 Abdelmajid AMINE and Mouna BENHALLAM
1.1. Introduction 1
1.2. Corporate adjustment strategies in response to the contestation of market logic 2
1.2.1. From an adaptive perspective of uprising recovery by the companies... 2
1.2.2. ...to a transformative market logic under pressure from protest movements 4
1.3. Ideological and institutional categories of expressions of contestation 7
1.3.1. Towards a redesign of the dominant ideology of the market system 7
1.3.2. Towards reestablishing a relationship of trust with the consumer 8
1.4. Pragmatic and operational categories of of market contestation 9
1.4.1. Towards a sustainable reconsideration of product offerings 9
1.4.2. Towards a necessary reconfiguration of supply and distribution channels 11
1.5. Conclusion and implications 13
1.6. References 15
Chapter 2. Luxury and Sustainable Development: Companies and the Challenge of Overcoming Consumer Reluctance 19 Mohamed Akli ACHABOU and Sihem DEKHILI
2.1. Introduction 19
2.2. The commitment of the luxury sector to sustainability: an unavoidable but risky strategic choice! 20
2.2.1. From luxury that wastes natural resources to "sustainable luxury" 21
2.2.2. Luxury companies and the challenge of sustainability 23
2.3. The perceived contradiction between luxury and sustainable development: origins and solutions 27
2.3.1. The sources of consumer reluctance towards sustainable luxury offers 27
2.3.2. What solutions are there for better integrating sustainable development into luxury? 30
2.4. Conclusion 32
2.5. References 34
Chapter 3. The Fight Against Food Waste: Approaches and Limits to Consumer-based Actions 37 Guillaume LE BORGNE, Margot DYEN, Géraldine CHABOUD and Maxime SEBBANE
3.1. Introduction 37
3.2. Food chains under tension, food losing value 38
3.2.1. Food chains: the interactions and tensions of actors 39
3.2.2. Giving value back to food? 41
3.3. Consumer responsibility 42
3.3.1. Food standardization: An injunction to downgrade products? The case of fruit and vegetables 43
3.3.2. Combating waste at the consumer level, individualism and accelerated lifestyles: What are the contradictions? 44
3.4. Reducing food waste in mass catering 45
3.4.1. Separate, weigh, and inform: A winning strategy? 46
3.4.2. Towards a collective awareness of sectoral restrictions and the degree of consumer autonomy 47
3.5. Conclusion 50
3.6. References 52
Chapter 4. Food Waste in Family Settings: What are the Challenges, Practices and Potential Solutions? 55 Amélie CLAUZEL, Nathalie GUICHARD and Caroline RICHÉ
4.1. Introduction 55
4.2. The actors in family food waste: everyone is involved! 57
4.2.1. One family, one way of wasting: many families, many ways? 57
4.2.2. Role and perception of the main members of the family on food waste 61
4.3. Multifaceted wastage during family consumption at home 65
4.3.1. Managing shopping: a chronicle of foretold waste 66
4.3.2. Sorting and storing groceries 69
4.3.3. During meals: What about waste at the table? 71
4.3.4. Proposed anti-waste solutions for each stage of consumption 73
4.4. Conclusion: What about the future? 75
4.5. References 77
Chapter 5. The Packaging-free
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