Sustainability Marketing


Sustainability Marketing: A Strategic Approach to Organisational Social Responsibility, Book to be edited by Michael J. Polonsky, Clare D? Souza and Mehdi Taghian; Chapter proposal deadline 30 Jun

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Call for chapters

Chapter proposal (abstract) due date: June 30, 2010
Full chapters due date: October 30, 2010

Title: Sustainability Marketing: A Strategic Approach to Organisational Social Responsibility

Edited by:

    Professor Michael J. Polonsky, Deakin University
    Clare D’ Souza, La Trobe University
    Mehdi Taghian, Deakin University

Publisher: Tilde University Press

We envision that the book will have nine chapters. Each of the chapters will comprise three sections:

One: Theoretical overviews of environmental marketing issues

Two: Research based papers in an accessible format for a cross –section of readers

Three: Case studies highlighting how various environmental marketing issues have been successful or unsuccessfully addressed.

The editors will write an integrative introduction to each section.


Environmental issues have been of interest to marketers for almost 40 years (Kinner and Taylor 1976), however since the 1990s, consumers’ concern for the safety and preservation of the environment had been escalating (Berger & Corbin, 1992; Lord, 1994; Oskamp, 2000; Schwartz & Miller, 1991). With increasing population and consumption, there is no sign of decline in the potential for environmental damage resulting from the processes of production and consumption. While consumers are significant contributors to the environmental issues, businesses also are making substantial contributions to environmental degradation.

The continually shifting of attitudes and perceptions of consumers’, business and regulators creates challenging conditions for marketing decision makers, as to the best or most appropriate way to address environmental issues in a sustainable fashion. Decision makers are faced with the question of if they should, and if so decided, how to effectively create more sustainable products (Osterhus, 1997) as well as to create markets for such products. Thus sustainable marketing is focused on all processes concerned with the design, marketing and consumption in a way that minimises environmental harm and ensures ongoing value creation


The objective of this book is to compile information outlining the theory, as well as current research and industry practice related to sustainable marketing in a global context. It aims to specifically explicate the role of marketing function in contributing to the formulation, planning process and the implementation of the ‘sustainability’ strategy across marking activities.

This edited book will be unique in that it will have three distinct sections addressing each issue. The first is designed to cover the theoretical issues associated with the specific topic and provides a board overview of issues that need to be considered. The second section will be research examining some aspect of the issue. These papers are designed to be rigorous, but also accessible to a wide cross-section of the community. The third section is designed to provide a case study of how a particular issue has been addressed by an organisation. These three sections will be complemented by an overview, provided by the editors that draw together the three parts.

As such, this publication aims to bring together both the theoretical aspects and practical evidences of sustainability strategy in action. It will embrace the growing concerns for the protection of the environment, natural resources, and quality of life.


The table of contents as listed below provides the structure and arrangement of topics that will be presented through this publication:


  • Presentation of the development of the sustainability concept as an emerging paradigm for a pragmatic business philosophy. Its historical development, the trend and its state of the art status.

Markets and consumer

  • Consumer behaviour shaped by the growing sentiments about the safety and protection of the environment.
  • Market development activities.
  • Size and growth patterns of markets.
  • Stages of involvement for businesses to adopt a sustainable business strategy.

Sustainable goods

  • Product design
  • Ingredients used
  • Product usage intended and how consumers actually use it.
  • Product disposal.
  • Manufacturing processes.

Sustainable services

  • Pure services.
  • Goods used in provision of services.
  • Technology driven services, growth and future trend.

Sustainable pricing

  • Creating environmental value
  • Consumer assessments
  • Competitive
  • Value over the life of a product

Marketing communication

  • Stimulating demand
  • Establishing consumer expectations
  • Sustainability messages

Sustainable marketing systems

  • Various elements in the market and the operating environment influencing, supporting, or interfering with the establishment and maintenance of a sustainable marketing system.

Stakeholders influence in organisational sustainability strategy

  • Interaction between the stakeholders and their collective influence on the organisation to adopt sustainable strategies.
  • Relative importance of various classes of stakeholders.

Future and trends

  • Expected trends in consumer expectation
  • Sustainability strategy and sustainable competitive advantage
  • Relevance of sustainability strategy to various consumer and business to business key market segments.
  • Technology and the implementation of sustainability strategy

General format of chapters

Chapters will be structured comprising of the following segments:

  • Integrative introduction
  • Theory of the issues being explored
  • Research-based contribution
  • Case(s) outlining successful or failed implementation. Examples of achievements, problems encountered, and tips on how to implement.

Target audience

The book will be structured to include theoretical and practical contents. It will be of interest to academics for use as textbook and use by practitioners for strategic decision making.

It is intended to distribute this publication in both academic and general book stores.

Submission of interest

The editors are inviting expressions of interest by researchers who wish to contribute to this book. In the first instance, please forward an abstract up to five pages long, outlining the content of your contribution in any of the topics listed earlier. Submissions of the abstract should be sent by email to the editors for review by 30 June, 2010 or earlier.

Email addresses

The abstracts should be submitted in Word document

The author(s) details should be presented on the title page with contact numbers and email addresses listed.