Ethical marketer and sustainability: Facing the challenges of overconsumption and the market. (15th November 2020)

• Record Type: Journal Article
• Authors: Ardley, Barry; May, Claire
• Is Part Of: Strategic change. Volume 29:Number 6(2020)
• Page Start: 617
• Page End: 624
• Publication Date: 2020-11-15
• Subjects: ethical marketers -- structuration theory -- sustainable business model; Organizational change -- Periodicals; Strategic planning -- Periodicals; 658.401205
• DOI: 10.1002/jsc.2372
• Languages: English
• ISSNs: 1086-1718

Abstract

Abstract: Based on environmentally informed marketing strategies, Anthony Giddens' theory of structuration is used to develop new business models that address the twin problems of contemporary capitalism, namely consumer overconsumption and sustainability. Central to the effective implementation of new business models is the individual ethical marketer who acts as an interface between the market, the consumer, and the practices of organizations. Sustainable marketing has to be implemented through the actions of individual marketers, customers, and the institutional system, to avoid what has been heralded as planet Earth's sixth extinction. Giddens theory is used in a practical way to guide the development of a new three‐element marketing policy framework.