In this article, three different conceptions of sustainable marketing are discussed and compared. These different conceptions are referred to as social, green, and critical sustainable marketing. Social sustainable marketing follows the logic of demand-driven marketing management and places the responsibility for sustainable development outside the firm. Green sustainable marketing aims for a reform toward proactive marketing management within existing institutional structures and places responsibility for sustainable development within the firm. Critical sustainable marketing aims for a reassessment of the assumptions of the existing market systems that prevent transformation to a sustainable marketing system and places responsibility for sustainable development in the institutional environment. It is noticed that the literature on sustainable marketing fails to address the role of marketing education in sustainable development. It is assumed that the embeddedness of academic marketing education in business schools prevents fundamental changes in theory and practice toward green and critical conceptions of sustainable marketing.
|Title of host publication||Reference Module in Food Science|
|Number of pages||5|
|Publication status||Published - 2017|