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

IF 4 Q2 BUSINESS
Weng Marc Lim
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引用次数: 57

摘要

虽然研究探索了鼓励可持续消费的方法,但不可持续消费的许多问题仍然存在,这表明需要重新考虑目前管理可持续性问题的办法。本文介绍了可持续发展金字塔,该金字塔表明,采用分层方法促进可持续发展,可以在更大程度上实现可持续消费和生产的目标,即联合国可持续发展目标12。金字塔理论提出,营销工作应该优先考虑经济(繁荣)、社会(人)和环境(地球)可持续性的三重底线。这一优先事项的目标是说服主流消费者期望的行为改变,他们是可持续发展的“房间里的大象”,更有可能根据与他们产生更密切而不是遥远共鸣的考虑采取行动。金字塔认为,优先考虑环境和社会因素而不是经济因素的营销信息对广大消费者没有吸引力。相反,在现实中,大多数消费者必须相信可持续消费的经济价值,然后才能期望他们要求更多对社会和环境无害的产品。这样的需求将创造规模经济,并激励企业提供此类产品。对市场营销理论、实践和公共政策的启示总结了本文。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
14.90
自引率
16.70%
发文量
25
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.
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