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Sustainability
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Marketing Strategies for Sustainable Product and Business Development
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Marketing Strategies for Sustainable Product and Business Development

A special issue of Sustainability (ISSN 2071-1050).

Deadline for manuscript submissions: closed (1 March 2020) | Viewed by 16688

Special Issue Editors

Prof. Dr. Patrick De Pelsmacker

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Guest Editor
Department of Marketing, University of Antwerp, 2000 Antwerpen, Belgium
Interests: marketing, advertising, online consumer behavior, adoption of innovation, sustainable marketing and consumer behavior
Prof. Dr. Ingrid Moons

E-Mail Website
Guest Editor
1. Department of Marketing, Faculty of Business and Economics, University of Antwerp, 2000 Antwerp, Belgium
2. Department of Product Development, Faculty of Design Sciences, University of Antwerp, 2000 Antwerp, Belgium
Interests: sustainability; co-creation; consumer behavior; innovation; marketing; design
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Sustainability is an international peer-reviewed academic journal, indexed by the Science Citation Index Expanded and Social Sciences Citation Index (Web of Science), as well as by Scopus and other databases. Its impact factor is 2.075 (2017) and its five-year impact factor is 2.177 (2017).

Sustainability will devote a Special Issue on the topic of Marketing Strategies for Sustainable Product and Business Development. The interplay of sustainable offerings from companies and organisations, and the adoption of these sustainable products or services by customers is crucial to develop a more sustainable society. The purpose of the Special Issue is to publish papers that focus on the development of sustainable products and sustainable business models to effectively reach and persuade customers. Papers submitted to the Special Issue should extend the previous academic research in the area. We welcome topics related to the development of sustainable products and services (materials, technologies, and usage), the functional and symbolic attributes they represent and are appreciated for, the position they can take on the market, and the contribution of these sustainable innovations to brand equity. Additionally, papers that also deal with the way sustainable products are developed are relevant, for instance, does the co-creation of sustainable products increase the adoption intention and the continuous usage of these products? How can the monitoring of behaviour have an impact of sustainable consciousness and sustainable behaviour?

An important consideration for sustainable marketing is redesigning the supply chain. The “circular” economy replaces the idea of a linear supply chain model, and takes waste reduction and the reuse of waste into consideration. The supply chain is also challenged by transportation trends such as globalisation, personalisation, and delivery on demand, which have a potentially profound impact on mobility, global warming, and the use of fossil energy. How can marketing take these supply chain trends into account and reconcile them with sustainable business goals? Also, new models of the “sharing economy” (e.g., cars), services (e.g., AirBnb), and spaces (e.g., urban farming) challenge the classical paradigms of the distribution and supply change model.

How can sustainable products and services be efficiently promoted? How can consumers who are into sustainable consumption be efficiently addressed and persuaded? Which sustainability messages work and through which touch points should prospective consumers be reached? How can costumer relationships be fostered? Are there new ways to set up communication platforms?

Apart from literature overviews contributing to theoretical insights and developing a future research agenda, a variety of empirical methodologies are welcomed, including experiments, concept tests, case studies, qualitative and quantitative research, datamining, and modelling.

Prof. Dr. Patrick De Pelsmacker
Prof. Dr. Ingrid Moons
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • sustainable product innovation
  • designing for sustainability
  • sustainable product positioning
  • sustainable branding
  • sustainable supply chains
  • circular economy
  • sharing or owning, 'persuasive sustainability promotion'
  • customer touch points for sustainable marketing

Published Papers (3 papers)

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Research

8 pages, 1330 KiB  
Article
Sustainability Claims and Perceived Product Quality: The Moderating Role of Brand CSR
by Jenny van Doorn, Peter C. Verhoef and Hans Risselada
Sustainability 2020, 12(9), 3711; https://doi.org/10.3390/su12093711 - 03 May 2020
Cited by 10 | Viewed by 4838
Abstract
In this research, we focus on the presumed negative effect of a sustainability claim on product quality. We propose that a brands’ corporate social responsibility (CSR) can reduce this negative effect. We conduct an experiment to test our hypotheses for a newly introduced [...] Read more.
In this research, we focus on the presumed negative effect of a sustainability claim on product quality. We propose that a brands’ corporate social responsibility (CSR) can reduce this negative effect. We conduct an experiment to test our hypotheses for a newly introduced detergent brand with an ecolabel vs. without one for high and low brand CSR levels. The experiment was conducted among 304 participants. Our results show that the ecolabel of the detergent can indeed trigger quality concerns. These quality concerns are reduced for brands high in CSR. This suggests that a brand’s sustained commitment to sustainability is important in overcoming negative effects of sustainability claims on product quality. Full article
(This article belongs to the Special Issue Marketing Strategies for Sustainable Product and Business Development)
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15 pages, 633 KiB  
Article
Enterprise Adaptive Marketing Capabilities and Sustainable Innovation Performance: An Opportunity–Resource Integration Perspective
by Jian Shen, Zhenquan Sha and Yenchun Jim Wu
Sustainability 2020, 12(2), 469; https://doi.org/10.3390/su12020469 - 08 Jan 2020
Cited by 25 | Viewed by 3786
Abstract
As innovative entrepreneurship in China has increased, the transformation and upgrade of mature enterprises through secondary innovation has become a pressing issue. Using the concept of opportunity–resource integration as the research framework, this study examines the relationships between adaptive marketing capabilities (AMCs), opportunity [...] Read more.
As innovative entrepreneurship in China has increased, the transformation and upgrade of mature enterprises through secondary innovation has become a pressing issue. Using the concept of opportunity–resource integration as the research framework, this study examines the relationships between adaptive marketing capabilities (AMCs), opportunity exploitation, and sustainable innovation performance (SIP). The potential moderating effect of organizational legitimacy on these relationships is also investigated. Based on collected data from 163 high tech enterprises based in the Pearl River Delta region of China, the current study confirms that, first, both enterprise AMCs and opportunity exploitation significantly and positively affect sustainable innovation performance, and, second, that interaction between AMCs and opportunity exploitation significantly and positively affect SIP. The results also demonstrated that organizational legitimacy positively moderates not only the direct effects on SIP from both AMC and opportunity exploitation, but also the effect on SIP from the interaction between AMCs and opportunity exploitation. Full article
(This article belongs to the Special Issue Marketing Strategies for Sustainable Product and Business Development)
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21 pages, 3034 KiB  
Article
The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand
by JooSeok Oh, Timothy Paul Connerton and Hyun-Jung Kim
Sustainability 2019, 11(19), 5438; https://doi.org/10.3390/su11195438 - 30 Sep 2019
Cited by 3 | Viewed by 7095
Abstract
The brand experience research of Brakus et al. has provided new momentum in marketing literature with the concept of brand experience and predicting consumer behavior in 2009. Since then, brand experience has emerged as one of the solid academic constructs for branding and [...] Read more.
The brand experience research of Brakus et al. has provided new momentum in marketing literature with the concept of brand experience and predicting consumer behavior in 2009. Since then, brand experience has emerged as one of the solid academic constructs for branding and marketing scholars and practitioners who pursue this competitive strategy for sustainable growth in corporate management. The authors explore the new dimensions of brand experience with big data analytics for the first time in academic research. We propose a possible sixth dimension (“External”) of brand experience which includes sensory, affective, intellectual, behavioral, and social aspects drawn from previous studies. A new methodology for combining topic modeling and conjoint analysis is tested with big data-based multi-level compositions that overcome the limits of the traditional survey-based analysis. Moreover, the study reveals the decision-making frame which combines conjoint analysis and the dimensions of brand experience for practical implications. The novelty of this data-driven research and results contribute to new approaches in academia from the perspectives of brand experience dimensions, topic modeling, and conjoint analysis methodology development. Building sustainable brands, this study contributes to the ways of reading consumer behavior, evaluating the current status of the market and deciding the stimuli to affect consumer behavior. Full article
(This article belongs to the Special Issue Marketing Strategies for Sustainable Product and Business Development)
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