Framework for responsible (sustainable) marketing

Abstract

Corporates and consumers are aware of the environmental consequences of consumption. However, forty per cent of environmental degradation is known to have been caused by human consumption behaviour while marketing has been blamed for promoting materialism (irresponsible consumption). Literature suggests that adopting responsible marketing strategies would not only promote responsible consumption (Abutaleb & El-Bassiouny, 2020) but also build long-term competitive advantage (Agrawal, Kumar, & Rahman, 2017) and help companies financially (Eccles, Ioannou, & Serafeim, 2011). Building responsible marketing strategies would, however, require changes at both, the organisational and the marketing level (Rudwaska, 2019). This paper, using a theory-building methodology, proposes a framework that identifies the organisational values (necessary condition) and the responsible marketer’s role (sufficient condition) for responsible marketing that ensures responsible consumer behaviour for all the different stages of the marketing planning process. Themes from papers presented in an International Conference on Responsible Marketing were analysed to suggest how corporates could develop responsible marketing strategies and promote responsible consumption. Applicability, limitations, and areas for future research are identified.

Full text

Corporate Governance and Sustainability Review/ Volume 4, Issue 2, 2020
50
FRAMEWORK FOR RESPONSIBLE
(SUSTAINABLE) MARKETING
Venugopal Pingali *
* Xavier School of Management (XLRI), Jamshedpur, India
Contact details: Xavier School of Management (XLRI), C. H. Area (East), Jamshedpur 831001, Jharkhand, India
Abstract
How to cite this paper: Pingali, V.
(2020). Fra mework fo r responsible
(sustainable) marketing. Corporate
Governance and Sustainability
Review, 4(2), 50-55.
http://doi.org/10.22495/cgsrv4i2p5
Copyright © 2020 The Author
This work is licensed under a
Creative Commons Attribution 4.0
International License (CC BY 4.0).
https://creativecommons.org/licens
es/by/4.0/
ISSN Online: 2519-898X
ISSN Print: 2519-8971
Received: 13.06.2020
Accepted: 17.08.2020
JEL Classification: M14, M 31, F64,
L21, I31
DOI: 10.22495/cgsrv4i2p5
Corporates and consumers are aware of the environmental
consequences of consumption. However, forty per cent of
environmental degradation is known to have been caused by human
consumption behaviour while marketing has been blamed for
promoting materialism (irresponsible consumption). Literature
suggests that adopting responsible marketing strategies would not
only promote responsible consumption (Abutaleb & El-Bassiouny, 2020)
but also build long-term competitive advantage (Agrawal, Kumar, &
Rahman, 2017) and help companies financially (Eccles, Ioannou, &
Serafeim, 2011). Building responsible marketing strategies would,
however, require changes at both, the organisational and the marketing
level (Rudwaska, 2019). This paper, using a theory-building
methodology, proposes a framework that identifies the organisational
values (necessary condition) and the responsible marketer’s role
(sufficient condition) for responsible marketing that ensures
responsible consumer behaviour for all the different stages of the
marketing planning process. Themes from papers presented in an
International Conference on Responsible Marketing were analysed to
suggest how corporates could develop responsible marketing strategies
and promote responsible consumption. Applicability, limitations, and
areas for future research are identified.
Keywords: Sustainable Marketing, Consumer Behavior, Environmental
Issues, Ethics
Authors’ individual contribution: The Author is responsible for all the
contributions to the paper according to CRediT (Contributor Roles
Taxonomy) standards.
Declaration of conflicting interests: The Author declares that there is no
conflict of interest.
1. INTRODUCTION
The extent of environmental degradation to the tune
of about forty percent is known to have been caused
by human consumption behaviour (Jarin, 2014), yet
marketing has, so far, not been very successful in
promoting responsible consumption (White,
Hardisty, & Habib, 2019). Environmental initiatives
by companies were largely seen to be responding
to regulations (Peattie & Crane, 2005). Jones,
Clarke‐Hill, Comfort, and Hillier (2008), on the other
hand, state that marketing is perceived to be
“manipulative, devious, unethical and inherently
distasteful” and one that promotes materialism.
Trudel (2019) went a step ahead to state that
marketing is an antithesis to sustainability.
While Schaefer (2005) claimed that companies
do have difficulty in adopting sustainable practices,
Abutaleb and El-Bassiouny (2020) stated that
companies that actually adopted sustainable
marketing strategies could, in effect, influence
consumers to purchase sustainable products
(White et al, 2019). Eccles et al. (2011) found that
companies high on sustainability exhibit better
financial performance. Hunt (2017) therefore states
the imperative need for marketing to promote
sustainable development. Ferdous (2010) suggests
that marketing could be integrated with
sustainability using a macro marketing framework.
It is in this context that this paper develops
a comprehensive framework for responsible
marketing that ensures responsible consumption.
The framework would integrate organisational
issues, consumption, and the operating environment
as suggested by Nkamnebe (2011). In this paper,
sustainable marketing and responsible marketing
are considered to be synonyms.

Corporate Governance and Sustainability Review/ Volume 4, Issue 2, 2020
51
The rest of the paper is as follows. Section 2
presents the literature review which identifies the
need for adopting responsible marketing. This is
followed by Section 3 that defines the research
objective. Subsequently, the methodology for
building the framework is described in Section 4.
The themes for developing the framework are
presented in the Section 5. Section 6 discusses the
applicability of the proposed framework.
2. LITERATURE REVIEW
Consumers are conscious of environmental issues
(Gleim, Smith, Andrews, & Cronin, 2013; Peattie &
Crane, 2005) and they express intent of buying
environmentally friendly products, too (Nielsen,
2015), but this does not necessarily translate into
purchases as these products compromise on
immediate benefits for future intangible benefits
(Sodhi, 2011) and societal benefits (Kasulis,
Huettner, & Dikeman, 1981; Osterhus, 1997). Jones
et al. (2008) found that shopping for sustainable
products is “hard work”. Additionally, factors such
as price (Peattie & Crane, 2005), brand and
availability (Jones et al., 2008) compound against
responsible consumption. Overall, the current
consumption behaviour is contrary to the objective
of sustainability (Nkamnebe, 2011).
Marketing activities of the companies have also
failed to increase responsible consumption. The
absence of appropriate business models (Sodhi,
2011) makes marketing sustainability a challenge
(Galpin, Whittington, & Bell, 2015). A survey of The
Economist (as cited in Galpin et al., 2015) found that
four per cent of managers considered being socially
and environmentally responsible a “waste of time
and money”. Further, inappropriate marketing
strategies for green products (Fodness, 2015) and
overpriced “green” goods did not satisfy consumer
needs, leading to consumer mistrust (Peattie &
Crane, 2005). Therefore, in spite of the growing
emphasis on sustainability (Tate, Dooley, &
Ellram, 2011), many companies still struggle with
implementing it successfully (Lieb & Lieb, 2010;
Schneider, Wallenburg, & Fabel, 2014). Further, the
current financial target-oriented business models
neglect sustainability goals (Jones et al., 2008). As a
consequence, the introduction of green products
that spiked in the 1990s has subsided (Peattie &
Crane, 2005).
Agrawal et al. (2017), Schulz and Flanigan
(2016) state that sustainable practices would help
build long term competitive advantage. Hermawati
(2020) found that sustainable practices helped in
building a competitive advantage in the tourism
sector also. Therefore, the need to build a
framework to promote responsible marketing exists.
3. RESEARCH OBJECTIVE
Sustainability Development Goal No. 12, adopted at
the World Summit on Sustainable Development
in 2002, focuses on sustainable consumption.
Focusing on the need for increasing sustainable
consumption, responsible (sustainable) marketing
is defined as “creating, producing and delivering
sustainable solutions with higher net sustainable
value whilst continuously satisfying customers
and other stakeholders” (Charter, Peattie, Ottman, &
Polonsky, 2006).
Responsible (sustainable) marketing will
require “marketers to consider consumer and
societal welfare, and take responsibility for guiding
consumers towards more sustainable behaviour”
(Peattie & Crane, 2005). Kotler (2011) states that
companies must balance their growth goals while
pursuing sustainability. Sodhi (2011) states that
sustainable marketing should attempt
“reassessment of basic marketing principles and
practices, over evolutionary extension of the same”.
While, Nkamnebe (2011) states that sustainable
marketing needs “ecological, social (equity and
equality), and economical balance in time and
space”, Charter et al. (2006) maintains that creating
such a value proposition for which customers are
willing to pay would be a challenge. Becker (as cited
in Jones et al., 2008) suggests that this should be
addressed by “integrating the additional costs into
the marketing mix” and addressing the concerns of
the consumers. Otherwise, as Galpin et al., 2015,
suggested, it would run the risk of “greenwashing”.
The objective of this paper is, therefore, to build
a holistic framework to develop responsible
marketing strategies that would result in responsible
consumption.
4. METHODOLOGY: BUILDING THE FRAMEWORK
Based on the literature, a theory-building
methodology aimed at developing a framework
by way of which sustainable marketing becomes a
part of corporate philosophy (Lim, 2016). Rudwaska
(2019) suggests that sustainability should be an
integral part of the company’s mission and help
guide the marketing mix. Varadarajan (2017) found
that incorporating sustainability into marketing
activities increases the company’s marketing
innovation capabilities.
The framework thus identified the
organizational values (necessary condition)
along with the responsible marketer’s role (sufficient
condition) in order to establish responsible
marketing that would be applicable for all the
five stages of the marketing planning process:
1) developing the marketing objective; 2) managing
the marketing environment; 3) preparing the
strategy; 4) building the team; 5) creating the
systems.
5. FINDINGS
The theme of the papers and cases presented in the
International Conference on Responsible Marketing
and their significance in the framework are
discussed below (please see Appendix).
The fact that present-day consumers who have
endless needs and wants (17)1 and are possessed
by a feeling of inferiority about not having a certain
range of products/services (33), is leading to
aspirational consumption (23) and consumerism (33),
both of which are socially destructive (8).
On the other hand, using ethical attributes only
if they satisfy selfish reasons (14), switching to
cheaper brands (16 and 14), a limited number of
successful green products (16) and restricted access
to them (26) are some of the constraints in the
purchase of green products.
1 The number in the parenthesis indicates the conference paper number.

Corporate Governance and Sustainability Review/ Volume 4, Issue 2, 2020
52
Responsible marketing strategies within the
framework should help change this behaviour to
responsible consumption. As stated, the themes are
classified as per the organizational values (necessary
condition), as also the responsible marketer’s role
(sufficient condition) in order to achieve responsible
marketing for each of the five stages of the
marketing planning process.
1) Developing the marketing objective
Driven by values (30) and altruistic
motivation (14), an organization should integrate
sustainability as a core value (34) by being sensitive
to sustainable development (44), protecting the
climate, conserving resources, reducing greenhouse
gases and promoting the use of alternate fuels (11).
Marketers should not assume that it is the
responsibility of only the government to take care of
environmental issues (14). Companies should build a
social image (2) by focusing on appropriate cause
types (43) for its CSR (42). In addition, keeping social
purpose greater than profit (29), the responsible
marketer should develop long term goals (44) with
informed environmental choices (14) thereby
creating a socio-cognitive aspect of value (37).
Responsible marketing should ideally focus on
environment conservation (5) by building an
appropriate emotional brand appeal (8) and
a socio-emotional linkage to the social identity of the
brand (42) befitting its corporate image (43) and
a consumer brand social linkage (42).
2) Managing the marketing environment
Companies should not be impeded by the
macro factors of resistance (39) or the notion that an
increase in the gross domestic product (GDP) is
counter-effective on environmental protection (38).
On the contrary, organizations should maintain
technological superiority (30) by developing efficient
technology (6) which minimizes loss of
biodiversity (17) thereby leaving the world better
than they found it (30).
As consumers cannot determine the final
cause (27) and individual needs dominate over
environment needs (26), responsible marketers
should not be driven by the survival of the fittest
principle (9) but should strive to maintain a
sustainable eco-system (1) by using existing
environmental resources to fulfill their needs (26).
Responsible marketing should empower the
consumer to make healthy decisions (32) by
prevailing over the media noise created by
conventional products (30). This would require the
catalytic influence of (19) pro-environmental
groups (16) to overcome media, political and social
pressure (20), digital divide (25), and the
promotional activities of brands which are key
drivers for irresponsible consumption (38 and 26).
3) Preparing the strategy
Organisations should ensure that business
practices are just a means to the end (29) as a result
of which environmental goals (11) become a moral
obligation (8) and profit becomes a byproduct (9
and 29) even if it comes at an extra cost to the
company (6) or is found to be conflicting with
business goals (6). The work ethos should reflect the
essence of Vasudhaiva Kutumbakam (“the world is
one family”) (9).
With an ability to use environmental resources
to fulfill needs (26), responsible marketers should
align strategies in tune with the environment (1),
even if it implies a short term slowdown in growth
or shrinkage in the market by managing an
appropriate product-service mix (28 and 39).
Responsible marketing which focuses on
fulfilling social responsibility (33) should
encourage green consumption by purchasing
environment-friendly products (5) to ensure ethical
consumerism (13) where sustenance and
well-being (1) and health care (11) benefit the greater
part of society (2).
4) Building the team
Organizations would do well by building
an environment-friendly workplace (2 and 36),
overcoming common orthodoxies and incorrect
assumptions (24), and eliminating the uneven power
that makes corporates greedy (35), organizational
cultural barriers (39) and unsafe production (17).
Responsible marketers should focus more on
the aspect of being responsible than on that of
marketing (30) by promoting individual ownership
of sustainable development (7), by encouraging
collective effort (30), mutual dependence, and
sharing (39).
Responsible marketing should target the use of
appropriate data (30), encouraging co-creation (28),
innovation (4) including radical innovative offerings
by churning out creative combinations (27), recycling
and redesigning (20 and 40), and in building
interpersonal trust (43) with end consumers. Over
and above this, marketing should avoid toxic
packaging (17) and the use of plastic material (20).
5) Creating the systems
Organizations should ensure trustworthy
business (30) which is not merely philanthropic (2)
but employee-friendly (36) including the
recognition/appreciation of systems and rewards (44)
based on a sustainable balanced scorecard (6).
Responsible marketers should translate
sentiment into dealings (41) by modifying
assessment techniques (38) where CSR is an intrinsic
part of appraisal (44) and marketing strategy
encourages stakeholder and government
participation (31).
Responsible marketing should ensure
consumer believability (2) by avoiding false
environment claims (5) and greenwashing (5 and 14)
through labels that might intimidate (22) or
improperly worded descriptor labels (10). Marketing
should focus on a niche market (30) with proper
eco-labeling (6) and by providing information on
correct usage (45).
Finally, the success of responsible marketing
depends on providing access to green products (18)
and ensuring that “consumers come along” (30) as
consumers may not be aware of long term
environmental issues.
Figure 1 shows the resultant framework
indicating the necessary condition (organisational
values) and sufficient condition (responsible
marketer’s role) for responsible marketing for the
different stages of the marketing planning process
in order to ensure responsible consumer behaviour.

Corporate Governance and Sustainability Review/ Volume 4, Issue 2, 2020
53
Figure 1. Framework for responsible (sustainable) marketing
Developing the marketing objective
Managing the marketing environment
Preparing the strategy
Building the team
Creating the systems
Source: Author.
6. CONCLUSION
The existing literature demonstrates that
responsible consumption is not a preferred option
and marketing has not helped promote responsible
consumption. Moreover, the use of tall
environmental claims without any change in the
“conventional product” has led to mistrust on
the part of the consumer. It is in this context that
the paper develops a framework for responsible
marketing.
Literature has suggested a need for change at
the organizational level as also the marketing level
in order to accomplish/incorporate successful
responsible marketing. For example, Peattie (1995)
states that the philosophy of green marketing
should be built into the entire organization. Galpin
et al. (2015) also add that innovative sustainability
solutions and long term competitive advantages can
be developed if the top management builds a
“culture of sustainability”. Rok (2009) found that
a firm’s values determine the sustainability
motivation of its employees.
Currently, the environment profit and loss, as
well as the true value statements to evaluate
corporate strategies and spending on sustainability,
do not focus on responsible consumption. Using
a theory-building methodology, a holistic framework
to promote responsible (sustainable) marketing
is developed.
The framework presents the organizational
values (necessary condition) and the role of
responsible marketers (sufficient condition) for
responsible marketing for all five stages of the
marketing planning process. The framework thus
provides a holistic view to help companies build
responsible marketing strategies.
The framework is not without limitations which
provide areas to be considered for its applicability
as well as for future research. Firstly, sustainability
is a dynamic concept and hence the framework
should be modified by the best understanding of the
concept. Secondly, sustainability is context-specific
and so the variables need to be adapted for different
contexts. Finally, as Trudel (2019) mentioned, the
issues could vary with reference to low impact and
high impact products. Further research could focus
on potential areas for a comprehensive and
systematic introduction of responsible marketing.
REFERENCES
1. Abutaleb, S., & El-Bassiouny, N. (2020). Assessing sustainability marketing from macromarketing perspective:
A multistakeholder approach. World Journal of Entrepreneurship, Management and Sustainable Development.
Advance online publication. https://doi.org/10.1108/WJEMSD-02-2019-0017
Organizational values
(Necessary condition)
Responsible marketer’s role
(Sufficient condition)
Responsible marketing
Output
Integrate sustainability
as core value
Long-term goals
Environment
conservation
Leave the world better
than they found it
Managing a sustainable
eco-system
Empower consumer for
making healthy
decisions
Environment goals is a
moral obligation
Use environment
resources to fulfil needs
Ethical consumerism
Environment friendly
workplace
Being more responsible
than marketing
Interpersonal trust
Trust worthy business
Environment and social
preference
Consumer believability
Responsible
consumer
behaviour
Consumers must
come along
Access to green
products

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APPENDIX
Table 1. Papers presented in the international conference on responsible marketing
Paper
No.
Authors
Title of conference paper
1.
A. Balamurugan, Sanjay Patro
The demand and supply side representation of sustainability concept in marketing
2.
Kaushik Mandal, Sujata Banerjee
Responsible marketing and its impact on performance: A longitudinal study
3.
Nitesh Kuamr, Mayank Kumar,
Raghu Ram Tata,
Challenges and opportunities for sustainable marketing
4.
Narasimhan Rajkumar,
Devang Moyal,
Does “sustainability” sell? An investigation of sustainability as a component of
customer-based brand equity
5.
R.V. Shabbir Husain,
Sanjeev Varshney
Painting the world green, but not greenwashing
6.
Suresh Bansal
Sustainable profitability: Link between sustainable practices and profitability
7.
Uttam Kumar Datta
Marketing under socialism to save the earth and her humans
8.
Anindo Bhattacharjee,
Rimi Moitra, Sandeep Singh
Ethics and rationality of brand evaluations
9.
Dinesh Kumar
Strengthening ethical principles of marketing through Bhagwat Gita
10.
Etinder Pal Singh,
Sanchita Sabharwal
Deceptive descriptor labels on food packaging
11.
Jacob Chandy
Hoax Wagen – Das Case
12.
Jai Inder Sharma,
Sh. Akash Agarwal
Amalgamation of values and ethics -socially responsible marketing
13.
Peter Matheis, Clare D’Souza,
Michal Carrington
Shifting the intention-behavioural gap: The ethical consumption of ‘self’ t ransition
to ‘other’
14.
Anne Renee Brouwer,
Clare D’Souza
Greenwashing and its influences on consumer decision making – A supermarket
perspective
15.
James Di Martino,
Marthin Nanere, Clare D’Souza,
An analysis of pro-environmental attitudes and labeling information on green
purchasing decisions in Australia
16.
Nirankush Dutt, Anil K. Bhat
Exploring consumers’ willingness to pay premium for green products
17.
Rajendrakh Hanagandi, Bhargav
Revankar
Impact of eco-friendly strategies on consumer decision and satisfaction: An
empirical study on selected companies
18.
Ranjana Agarwal
Marketing of tribal products from Jamshedpur: Cause related marketing
19.
Shivaji Banerjee, Shaunak Roy
Impact of ethical marketing practices on consumer purchase behaviour: A study of
select consumer durables in India
20.
Zartasha Khalid, Haris Javaid
Marthin Nanere Mehrukh Javaid
Green purchase intention in developing market s: A pragm atic analysis in
Pakistani market
21.
Arvind Selvaraj
Acceptance and adoption of wearable technologies and its impact on self -care and
public health: An exploratory study
22.
Sanjeev Varshney, Bharti
Varshney, Ashish Kumar Sharma
Impact of product packaging on buying behavior of bottom of the pyramid
consumers: A case study of Jamshedpur
23.
Shubha Johri, Reema Sharma,
Ankita Garg, Bharat Jain
Study of the factors affecting buying and consum ption behavior of rural consumers
24.
A K Jaiswal, Suresh Malodia
Innovating for BOP markets
25.
Anirban Chaudhuri, Jagdish Mitra
Saral way to bridge digital divide – Tech-based innovation for social inclusion
26.
Swapnil
Sustainability will not face a real breakthrough in the long run.
27.
Abhinav Chaturvedi, Sanjeev
Varshney, Mukesh Chaturvedi
Responsible design thinking
28.
Ankur Sarin, Sharad Sarin
Marketing in education: The responsible way
29.
Chinmoy Bandyopadhyay,
Subhasis Ray
Socially responsible marketing: Can social enterprises show the way?
30.
Gautam Pingali
Drivers and challenges of responsible marketing: Entrepreneurial insights
31.
Srividya Raghavan, Malini Reddy,
V. Srinivas Chary
Greater Warangal municipal corporation: D elivering the sanitation promise
32.
Sumit Mishra, Vinay Sharma,
Rajat Agarwal
Revitalising traditional knowledge: A case of responsible marketing
33.
Anupama Sharma, Aditi
Merging the pink and blue: Advertising segregation based on gender stereotypes
34.
John J. Jacob, Clare D’Souza,
T. Marjoribanks, S. Young
Institutional pressures on responsible supply chain procurement: An empirical study
35.
Janakiraman Moorthy
Customer privacy in big data analytics and emergent digital technologies era
36.
Madhuri Yeditha
We volunteer- impact of individual (employee) factors and organisational factors on
voluntary environmental workplace behaviour
37.
Rakesh K Singh,
Gautam Srivastava
Revisiting the purpose of selling: Towards a model of responsible selling
38.
Ritesh Ravi, Amit Gaurav
Financing for sustainable development
39.
Sneh Bhardwaj
Sustainable manufacturing servitisation and product-service system (PSS)
innovations in Asia
40.
Vinod Varghese,
Manjula Nagarajan
Green marketing imperatives across the service continuum
41.
S. Gayathry
Customer relationship management model for banks
42.
Suchita Jha
Perception of youth towards cause related marketing
43.
Vinay Kanetkar, Kevin
Cause related marketing: An identification of relevant cause attributes
44.
Anup Raj
Sustainability culture for strong corporate brand in Indian agribusiness
45.
Shubhangi Salokhe
Responsible agricultural input marketing: A key to give proper return to the efforts
of the Indian farmers