Role Of Marketers In Sustainable Consumption

Sustainable Consumption: A major step towards Sustainability

Discuss about the Role of Marketers In Sustainable Consumption.

The essay is based on the issue of the role that the marketers play in the sustainable consumption of the products and services offered by them. The problem related to the ways by which the products and the services offered by the various organizations are consumed by the people and the sustainability issues are discussed in this essay. The major issue that is discussed in the essay is related to the view of the environmentalists about the sustainable consumption of the products and services (Finney 2014). The goal related to the issue of sustainable consumption is to encourage the consumers to buy or consume the products or services in such a way so that the environmental impact is less. This essay is related to the analysis of the level up to which the marketers of a particular company play their role in the sustainable consumption of the products.

The concept of sustainable consumption is a major of sustainable development of an organization. This is the major step towards the struggle related to sustainability of an organization and the changes in the climate as well. The process of sustainable consumption can be implemented with the help of two major developments which are to increase the efficiency related to the consumption of products and related services as well (Atkinson et al. 2014). This can be achieved with the help of the changes in the consumption patterns of the customers and reducing the levels of consumption as well. The major prerequisite related to sustainable consumption is the development of technologies and eco-efficiency as well. The process related to strong sustainable consumption also relates to social dimension of the organization which further pays attention towards the well-being of the members of the society.

The assessment of the various needs of changes which is based on the risks (Karatzoglou 2013). The attention of the marketers of the organizations is now being diverted towards the ways by which they can become decent corporate citizens along with their consumers as well. This will impact the way by which the organizations and their operations can impact the lives of the current as well as the future generations. The role of the marketers of the different organizations affect the behaviour of the consumers towards the organization and the products and services as well (Nguyen et al. 2015). The blend of sustainability and the operations of an organization is a major issue that is related to the trade-offs that are made between the consumers and the marketers of the companies. The issue has been targeted globally and progress has also been made (Zhang et al. 2013). However, the problem related to sustainable consumption has been increasing the recent times.

Marketers and Sustainable Consumption

The results of the various researches performed by various researchers have also showed that the private organizations have tried to build value propositions for their companies so that the sustainability issues can be addressed. The interconnections and links between the various stakeholders of the company are addressed gathering of intelligence, dissemination and the responsiveness related to the unique ways of marketing mix (Kang, Liu and Kim 2013). On the other hand, the public firms are facing many issues related to the ways by which the marketing mix can be addressed. The companies and the consumers can aim to become effective corporate citizens with the help of strategies implemented by the organizations and the clear understanding of the initiatives that are taken with the help of these strategies. The organizations also face the challenge of identifying the strategies that can be effective and also fit the culture and the brand image of the organizations (Oates, Alevizou and McDonald 2016).

The changes that are required in the organizational environment needs encouragement from the organizations and they need to put in continuous effort so that the changes can be implemented as well. The approach related to marketing of the products has be a bottom-up approach by the marketers so that they make the customers feel important regarding the role they play in the improvement of the planet. Sustainability is related to the amount of energy that is consumed in the process of operations in the organizations. The marketers need to devise strategies that can encourage the behaviours of the consumers related to sustainability of the consumption of various products and services (Lambrechts et al. 2013). Another major issue that requires attention of the marketers is the ways of reducing waste created by their operations and the consumption of products and services. This is a significant initiative that is taken by the marketers so that the environment is not affected by the consumers of their products. The marketers however need to educate the consumers regarding the innovative strategies related to marketing that are undertaken by them. Sustainability is related to all the processes related to production and the consumption in the organization (Lee 2013).

The organizations need to address the issues related to the various ways of consuming products so that the impact on the environment is reduced. The major challenge that is faced by the consumers is related to the choice of the brands that offer products and services that are sustainable in nature. In this manner, the consumers also play a major role in the conservation of environment. The link between the consumers and the organizations lies in the activities related to promotion of the products and also promoting production processes which are sustainable in nature. The consumers also have to choose between the wide range of products that are offered by the consumers (Zhang et al. 2013).

Challenges faced by Marketers

The pattern of consumption of the services and products is important as the resources in the planer are finite. The consumption and the production process of the organizations and consumers have given immense pressure on the sustainability of the environment. The major issues to be considered regarding the aspirations of the people and the increasing income. Sustainability can be achieved if the technologies are improved and the ways of consumption are also changed. The marketers need to play an important role in the formation of strategies and thereby implementing them. The governance of the organization is also important to educate the consumers regarding the importance of sustainability (Kang, Liu and Kim 2013).

There are different steps that can be properly implemented by the marketers in order to properly develop a sustainable marketing environment for the audiences. The first step is relating to properly focus on the target audiences as this will help in maintaining their target audiences. The flaws have to be ascertained properly as this will help in satisfying the different requirements of the target audiences (Pike and Page 2014).           

Proper understanding about the different requirements as well as motivations of the target audiences in the market as anticipating the needs is essential in nature as the marketers’ can work on the improvement of the different issues that is relating to the sustainability in the different marketing of products as well as services. Proper time can be invested by the different marketers in the different sectors in order to bring proper sustainability by concentrating on the requirements of the customers (Li and Kannan 2014).

Sustainability is essential in nature as this will help in gaining proper competitive advantage and this will help in increasing the sustainability as well (Zhang et al. 2013). Sustainability can be properly maintained by the marketers with sticking with different initiatives that will help in supporting proper positioning of the brand as well in the market. It is the duty of the marketers to analyse the different requirements as this will help in maintaining proper consideration of the environmental as well as social factors in the environment that will help in strengthening of the brands among the customers and this will help in gaining sustainability advantage as well.

The different Ps of marketing has to be properly applied by the different marketers such as product, price, place as well as promotion as this will help in analyzing the different issues and this will help in reducing such issues as well with proper implementation of strategies. All the 4 Ps of marketing has to be applied with same gusto in order to develop proper strategies that can be applied by them in order to generate proper as well as effective marketing environment in different organizations as well (Gmelin and Seuring 2014).

Strategies for promoting Sustainable Consumption

Therefore, it can be concluded as well as inferred that proper marketing strategies has to be applied by the different marketers in the competitive environment as this will help in gaining proper sustainability in the organization. Proper sustainable marketing involves proper promotion as well as development of the goods as well as services as this will help in gaining sustainable development in the entire organization (Kang, Liu and Kim 2013).

It is essential in nature to meet the requirements of the different customers as this will help in gaining knowledge on the sustainability factors that has to be properly implemented in order to generate proper understanding about the sustainability in the organization and this will help in creating positive relationship with the different customers in the competitive environment. The sustainable marketing environment is significant in nature in all around the world that has to be maintained by the marketers in order to meet the demands of the customers and this will help in gaining proper knowledge on the sustainable environment as well.

References

Atkinson, G., Dietz, S., Neumayer, E. and Agarwala, M. eds., 2014. Handbook of sustainable development. Edward Elgar Publishing. (Atkinson et al. 2014)

Finney, S.L., 2014. Encouraging sustainable consumption: An exploration of consumer behaviour. The Marketing Review, 14(2), pp.189-203.

Gmelin, H. and Seuring, S., 2014. Determinants of a sustainable new product development. Journal of Cleaner production, 69, pp.1-9.

Kang, J., Liu, C. and Kim, S.H., 2013. Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), pp.442-452.

Karatzoglou, B., 2013. An in-depth literature review of the evolving roles and contributions of universities to education for sustainable development. Journal of Cleaner Production, 49, pp.44-53. (Karatzoglou 2013)

Lambrechts, W., Mulà, I., Ceulemans, K., Molderez, I. and Gaeremynck, V., 2013. The integration of competences for sustainable development in higher education: an analysis of bachelor programs in management. Journal of Cleaner Production, 48, pp.65-73. (Lambrechts et al. 2013)

Lee, T.H., 2013. Influence analysis of community resident support for sustainable tourism development. Tourism management, 34, pp.37-46. (Lee 2013)

Li, H. and Kannan, P.K., 2014. Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), pp.40-56.

Nguyen, T., Ngamsiriudom, W., Pelton, L. and Dubinsky, A., 2015. Interrelationships among Facets of Self, Motivation, and Conspicuous and Sustainable Consumption Behaviour. International Journal of Business Science & Applied Management, 10(2).

Oates, C., Alevizou, P. and McDonald, S., 2016. Challenges for marketers in sustainable production and consumption.

Pike, S. and Page, S.J., 2014. Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, pp.202-227.

Zhang, F., Rio, M., Allais, R., Zwolinski, P., Carrillo, T.R., Roucoules, L., Mercier-Laurent, E. and Buclet, N., 2013. Toward an systemic navigation framework to integrate sustainable development into the company. Journal of cleaner production, 54, pp.199-214