This document outlines the topics that will be covered in a course on sustainability marketing strategy. The course aims to provide students knowledge to promote sustainable behaviors among consumers, businesses, and society. It will examine sustainable consumer behavior, sustainability marketing values and objectives, strategies and marketing mix, and ways to foster sustainable behaviors. The strategies section discusses screening sustainability issues, market segmentation, innovation, and stakeholder partnerships. The marketing mix addresses customer solutions, cost, convenience, and communication. Behavior change techniques include identifying barriers/benefits, commitment, norms, diffusion, prompts, incentives, and broad implementation.

1. Sustainability
Marketing
Strategy –
Part 1
BA 442: SUSTAINABILITY
BEHAVIOR OF CONSUMERS,
FIRMS, AND SOCIETIES

2. Keep yourself clean and bright.Become invaluable. Come to serve.
Discipline.
Listen.

4. 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.

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

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

8. Consumer behavior can be
understand from three perspectives:
Rational
Psychological
Sociological
CONSUMER BEHAVIOR:
PUSHING OUR BUTTONS

9. Perceived Benefits
- Perceived Costs
Perceived Net Benefit
RATIONAL PERSPECTIVE
“We just need to
educate people!”

10. PSYCHOLOGICAL (AKA “IRRATIONAL”):
THE CASE OF FREE LAW SERVICES
$0 > $30
For $30!!!
Are you
kidding
me?
For free?
Absolutely, I
would be
happy to.

11. SOCIOLOGICAL PERSPECTIVE
In a consumer study conducted by the folks at
BrightLocal, they found that 88% of consumers read
online customer reviews to determine if a local business
is good.

12. CONSUMER BEHAVIOR:
PUSHING OUR BUTTONS
Let’s
practice…what
are all things
this shopper
might be
thinking about?

13. CONSUMER BEHAVIOR:
PUSHING OUR BUTTONS

14. CONSUMER BEHAVIOR:
PUSHING OUR BUTTONS
What do I
think is
important?
Does this fit
who I am?
Can I make a
difference?
What do I
believe about
sustainability?
I wonder what
my friends are
using? What
did my mom
use?

15. LET’S PRACTICE….
In pairs: How would you
sell an Amazon Echo?
• Who would most likely use it
and what would they hire an
Amazon Echo to do for
them?
• With that in mind, now
consider how you would use
the three perspectives of
consumer behavior to
promote and sell an Amazon
Echo.
Then check out the following
commercial for the Amazon
Echo Dot and see how many
consumer behavior “buttons”
get pushed.

16. WHAT DID YOU SEE?
COUNTING THE CONSUMER BUTTONS…
I noticed the following
“jobs to be done” and
consumer “buttons”:
• Convenience
• Safety
• Enjoyment/pleasure
• Social norm for busy, urban
30-somethings
• Empowered women
• Upper class
• Supports togetherness
(between the couple)
And no indication whether
“Alexa” is energy efficient, made
with responsibly sourced
materials or designed for
remanufacture after its useful
life as “Alexa” is over.

17. SUSTAINABILITY MARKETING STRATEGY
So how do we create and capture value
from products and services that
outperform competing offerings while
maximizing benefits to people and the
environment?

18. OVERVIEW OF WHAT IS TO COME:
SUSTAINABILITY MARKETING STRATEGY
So how do we create a
sustainability marketing
strategy?

19. 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.

20. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

21. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

22. SUSTAINABILITY MARKETING STRATEGY:
VALUES & OBJECTIVES
But is this really true? Is the
customer really king?

23. Economy
Society
Environment
WE MUST SATISFY THE CUSTOMER AND THE SOCIETY
AND ENVIRONMENT ON WHICH SHE/HE DEPENDS
The
following
video shows
what can
happen if we
only focus
on the
customer.

26. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

27. 1.Screening Sustainability Issues and
Actors
2.Segmenting Sustainability Markets
3.Introducing Sustainability
Innovations
4.Positioning Sustainable Products
5.Partnering with Sustainability
Stakeholders
SUSTAINABILITY MARKETING STRATEGY:
MARKETING STRATEGIES

28. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

29. Customer Solutions
Cost
Convenience
Communication
SUSTAINABILITY MARKETING STRATEGY:
MARKETING MIX

30. Sustainability Marketing Values & Objectives
Sustainability Marketing Strategies
Sustainability Marketing Mix
Fostering Sustainable Behavior

31. 1. Selecting Behaviors
2. Identifying Barriers and Benefits
3. Developing Strategies
1. Commitment
2. Social Norms
3. Social Diffusion
4. Prompts
5. Communication
6. Incentives
4.Piloting
5.Broad-scale Implementation
SUSTAINABILITY MARKETING STRATEGY:
FOSTERING SUSTAINABLE BEHAVIORS

32. 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.