{"title":"可持续发展金字塔:更大的可持续性和联合国可持续发展目标的层次方法,对营销理论、实践和公共政策的影响","authors":"Weng Marc Lim","doi":"10.1177/18393349211069152","DOIUrl":null,"url":null,"abstract":"Although research has explored ways to encourage sustainable consumption, many problems of unsustainable consumption remain, suggesting a need to reconsider current approaches to managing sustainability issues. This paper introduces the sustainability pyramid, which suggests that the goal of sustainable consumption and production—that is, UN SDG12—can be accomplished to a larger extent when a hierarchical approach is adopted to promote sustainability. The pyramid proposes that marketing efforts should prioritize the triple bottom line in the order of economic (prosperity), social (people), and environmental (planet) sustainability. This priority is targeted at persuading desired behavioral change among mainstream consumers, who are “the elephant in the room” for sustainability and are more likely to act on considerations that resonate with them more closely rather than distantly. The pyramid contends that marketing messages that prioritize environmental and social before economic considerations are unappealing to consumers at large. Instead, most consumers, in reality, must be convinced about the economic value of consuming sustainably before they can be expected to demand more socially and environmentally benign offerings. Such demand should create economies of scale and incentivize firms to offer such products. Implications for marketing theory, practice, and public policy conclude the paper.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"142 - 150"},"PeriodicalIF":4.0000,"publicationDate":"2022-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"57","resultStr":"{\"title\":\"The Sustainability Pyramid: A Hierarchical Approach to Greater Sustainability and the United Nations Sustainable Development Goals With Implications for Marketing Theory, Practice, and Public Policy\",\"authors\":\"Weng Marc Lim\",\"doi\":\"10.1177/18393349211069152\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Although research has explored ways to encourage sustainable consumption, many problems of unsustainable consumption remain, suggesting a need to reconsider current approaches to managing sustainability issues. This paper introduces the sustainability pyramid, which suggests that the goal of sustainable consumption and production—that is, UN SDG12—can be accomplished to a larger extent when a hierarchical approach is adopted to promote sustainability. The pyramid proposes that marketing efforts should prioritize the triple bottom line in the order of economic (prosperity), social (people), and environmental (planet) sustainability. This priority is targeted at persuading desired behavioral change among mainstream consumers, who are “the elephant in the room” for sustainability and are more likely to act on considerations that resonate with them more closely rather than distantly. The pyramid contends that marketing messages that prioritize environmental and social before economic considerations are unappealing to consumers at large. Instead, most consumers, in reality, must be convinced about the economic value of consuming sustainably before they can be expected to demand more socially and environmentally benign offerings. Such demand should create economies of scale and incentivize firms to offer such products. Implications for marketing theory, practice, and public policy conclude the paper.\",\"PeriodicalId\":47402,\"journal\":{\"name\":\"Australasian Marketing Journal\",\"volume\":\"30 1\",\"pages\":\"142 - 150\"},\"PeriodicalIF\":4.0000,\"publicationDate\":\"2022-01-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"57\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Australasian Marketing Journal\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/18393349211069152\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Australasian Marketing Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/18393349211069152","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The Sustainability Pyramid: A Hierarchical Approach to Greater Sustainability and the United Nations Sustainable Development Goals With Implications for Marketing Theory, Practice, and Public Policy
Although research has explored ways to encourage sustainable consumption, many problems of unsustainable consumption remain, suggesting a need to reconsider current approaches to managing sustainability issues. This paper introduces the sustainability pyramid, which suggests that the goal of sustainable consumption and production—that is, UN SDG12—can be accomplished to a larger extent when a hierarchical approach is adopted to promote sustainability. The pyramid proposes that marketing efforts should prioritize the triple bottom line in the order of economic (prosperity), social (people), and environmental (planet) sustainability. This priority is targeted at persuading desired behavioral change among mainstream consumers, who are “the elephant in the room” for sustainability and are more likely to act on considerations that resonate with them more closely rather than distantly. The pyramid contends that marketing messages that prioritize environmental and social before economic considerations are unappealing to consumers at large. Instead, most consumers, in reality, must be convinced about the economic value of consuming sustainably before they can be expected to demand more socially and environmentally benign offerings. Such demand should create economies of scale and incentivize firms to offer such products. Implications for marketing theory, practice, and public policy conclude the paper.
期刊介绍:
The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.