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A Discussion on the Need for a Macro Perspective to Studies in the Field of Sustainability and Marketing

Year 2023, Volume: 7 Issue: 1, 48 - 69, 25.09.2023

Ali Emre Aydın

Abstract

References

  • Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13-23.
  • Alvesson, M. (1994). Critical theory and consumer marketing. Scandinavian Journal of Management, 10(3), 291-313.
  • Assadourian, E. (2010). Transforming cultures: From consumerism to sustainability. Journal of Macromarketing, 30(2), 186-191.
  • Bartels, R. (1983). Is marketing defaulting its responsibilities?. Journal of Marketing, 47(4), 32-35.
  • Belz, F. M. (2006). Marketing in the 21st Century. Business Strategy and the Environment, 15(3), 139-144. Birleşmiş Milletler Türkiye (2023). Türkiye sürdürülebilir kalkınma amaçları çalışmalarımız, https://turkiye.un.org/tr/sdgs, (Erişim tarihi: 21.09.2023)
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  • Connolly, J., & Prothero, A. (2003). Sustainable consumption: consumption, consumers and the commodity discourse. Consumption, Markets and Culture, 6(4), 275-291.
  • Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O. C., & Pinney, C. C. (2011). Market-oriented sustainability: a conceptual framework and propositions. Journal of the Academy of Marketing Science, 39, 71-85.
  • Çevre ve Şehircilik Bakanlığı (2021). Plastik poşet kullanımı yüzde 75 oranında azaldı, https://www.csb.gov.tr/plastik-poset-kullanimi-yuzde-75-oraninda-azaldi-bakanlik-faaliyetleri-31995, (Erişim tarihi: 21.09.2023)
  • Davies, I., Oates, C. J., Tynan, C., Carrigan, M., Casey, K., Heath, T., ... & Wells, V. (2020). Seeking sustainable futures in marketing and consumer research. European Journal of Marketing, 54(11), 2911-2939.
  • De Vries, G., Terwel, B. W., Ellemers, N., & Daamen, D. D. (2015). Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing. Corporate Social Responsibility and Environmental Management, 22(3), 142-154.
  • Deloitte (2022). How consumers are embracing sustainability, https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html, (Erişim tarihi: 24.05.2023)
  • Dholakia, N. (2012). Being critical in marketing studies: the imperative of macro perspectives. Journal of Macromarketing, 32(2), 220-225.
  • Dolan, P. (2002). The sustainability of “sustainable consumption”. Journal of Macromarketing, 22(2), 170-181.
  • ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 275, 122556.
  • Engelbrecht, C. (2022), Coke Is a Sponsor of the Climate Summit in Egypt. Some Activists Aren’t Happy, The New York Times, https://www.nytimes.com/2022/11/07/climate/coca-cola-sponsor-cop27-climate-egypt.html, (Erişim tarihi: 26.05.2023)
  • Evans, D., Welch, D., & Swaffield, J. (2017). Constructing and mobilizing ‘the consumer’: Responsibility, consumption and the politics of sustainability. Environment and Planning A, 49(6), 1396-1412.
  • Fischer, D., Reinermann, J. L., Mandujano, G. G., DesRoches, C. T., Diddi, S., & Vergragt, P. J. (2021). Sustainable consumption communication: A review of an emerging field of research. Journal of Cleaner Production, 300, 126880.
  • Fisk, G. (1973). Criteria for a theory of responsible consumption. Journal of Marketing, 37(2), 24-31.
  • Frank, P., & Brock, C. (2018). Bridging the intention–behavior gap among organic grocery customers: The crucial role of point‐of‐sale information. Psychology & Marketing, 35(8), 586-602.
  • Geels, F. W., McMeekin, A., Mylan, J., & Southerton, D. (2015). A critical appraisal of Sustainable Consumption and Production research: The reformist, revolutionary and reconfiguration positions. Global Environmental Change, 34, 1-12.
  • Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163.
  • Gross, N., & Laamanen, M. (2021). ‘Hey, you there! Marketing!’On ideology and (mis) interpellation of the marketing educator as subject. Journal of Marketing Management, 38(3-4), 309-332.
  • Hackley, C. (2009). Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies. Journal of Marketing Management, 25(7-8), 643-659.
  • Hasan, S., Wooliscroft, B., & Ganglmair-Wooliscroft, A. (2023). Drivers of Ethical Consumption: Insights from a Developing Country. Journal of Macromarketing, 43(2), 175-189.
  • Hollensbe, E., Wookey, C., Hickey, L., George, G., & Nichols, C. V. (2014). Organizations with purpose. Academy of Management Journal, 57(5), 1227-1234.
  • Huang, M. H., & Rust, R. T. (2011). Sustainability and consumption. Journal of the Academy of Marketing Science, 39, 40-54.
  • Hult, G. T. M. (2011). Market-focused sustainability: market orientation plus!. Journal of the Academy of Marketing Science, 39, 1-6.
  • Hunt, S. D. (2011). Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach. Journal of the Academy of Marketing Science, 39, 7-20.
  • Jaiswal, A. K., & Gupta, S. (2015). The influence of marketing on consumption behavior at the bottom of the pyramid. Journal of Consumer Marketing, 32(2), 113-124.
  • Jones, P., Clarke‐Hill, C., Comfort, D., & Hillier, D. (2008). Marketing and sustainability. Marketing Intelligence & Planning, 26(2), 123-130.
  • Jung, Y. J., & Kim, Y. (2023). Research trends of sustainability and marketing research, 2010–2020: Topic modeling analysis. Heliyon, 9(3).
  • Kang, G. D., & James, J. (2007). Revisiting the concept of a societal orientation: conceptualization and delineation. Journal of Business Ethics, 73(3), 301-318.
  • Karlsson, R. (2012). Individual guilt or collective progressive action? Challenging the strategic potential of environmental citizenship theory. Environmental Values, 21(4), 459-474.
  • Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing?. Journal of Marketing Management, 35(3-4), 277-309.
  • Kilbourne, W. E. (2010). Facing the challenge of sustainability in a changing world: An introduction to the special issue. Journal of Macromarketing, 30(2), 109-111.
  • Kilbourne, W. E., & Beckmann, S. C. (1998). Review and critical assessment of research on marketing and the environment. Journal of Marketing Management, 14(6), 513-532.
  • Kilbourne, W. E., & Carlson, L. (2008). The dominant social paradigm, consumption, and environmental attitudes: can macromarketing education help?. Journal of Macromarketing, 28(2), 106-121.
  • Klein, T. A., & Laczniak, G. R. (2021). Laudato si’–a macromarketing manifesto for a just and sustainable environment. Journal of Macromarketing, 41(1), 75-87.
  • Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
  • Kumar, V., Rahman, Z., & Kazmi, A. A. (2013). Sustainability marketing strategy: An analysis of recent literature. Global Business Review, 14(4), 601-625.
  • Kunchamboo, V., Little, V. J., & Cheah, S. K. A. (2022). Common Cause, coopetition or competition? Resource contestation in food waste recovery networks. Journal of Macromarketing, 43(2), 255-273.
  • Laczniak, G., & Shultz, C. (2021). Toward a doctrine of socially responsible marketing (SRM): A macro and normative-ethical perspective. Journal of Macromarketing, 41(2), 201-231.
  • Lim, W. M. (2016). A blueprint for sustainability marketing: Defining its conceptual boundaries for progress. Marketing Theory, 16(2), 232-249.
  • Little, V. J., Ho, H. H. P., & Eti-Tofinga, B. (2023). Not WEIRD at all! Towards more pluralistic economies and sustainable livelihoods. Journal of Macromarketing, 43(2), 190-214.
  • Lubowiecki-Vikuk, A., Dabrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91-101.
  • Lunde, M. B. (2018). Sustainability in marketing: A systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Review, 8(3-4), 85-110.
  • Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3-41.
  • Maniates, M. (2014). Sustainable consumption–Three paradoxes. GAIA-Ecological Perspectives for Science and Society, 23(3), 201-208.
  • McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11-12), 1186-1219.
  • Milbrath, L. (1984), Environmentalists: Vanguard for a New Society, State University of New York, New York Press, Albany, NY.
  • Mick, D. G. (2007). The end (s) of marketing and the neglect of moral responsibility by the American Marketing Association. Journal of Public Policy & Marketing, 26(2), 289-292.
  • Mittelstaedt, J. D., Shultz, C. J., Kilbourne, W. E., & Peterson, M. (2014). Sustainability as megatrend: Two schools of macromarketing thought. Journal of Macromarketing, 34(3), 253-264.
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Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma

Year 2023, Volume: 7 Issue: 1, 48 - 69, 25.09.2023

Ali Emre Aydın

Abstract

Amaç: Bu kavramsal çalışma sürdürülebilirlik ve pazarlama alanındaki tartışmalı konuları bütüncül ve eleştirel bir perspektifle değerlendirmeyi amaçlamaktadır. Ayrıca, pazarlama araştırmalarının konuyla ilgili sorumluluğuna ilişkin bir tartışma yürütmek hedeflenmektedir.
Tasarım/Metodoloji/Yaklaşım: Sürdürülebilirlik ve pazarlama alanındaki eleştirel çalışmalarda dağınık bir şekilde yer alan tartışmalı konular bütüncül bir bakış açısıyla ve makro yaklaşımla değerlendirilmiştir.
Bulgular: İlk olarak konuyla ilgili çalışmalarda baskın olan mikro perspektifin ötesinde makro ve eleştirel perspektifin gerekliliği vurgulanmaktadır. Ayrıca sürdürülebilirlik ve pazarlama alanındaki eleştirel çalışmalarda dağınık bir şekilde yer alan tartışmalı konuları göz önünde bulundurmanın önemli olduğu sonucuna ulaşılmıştır. Buna ek olarak pazarlama araştırmacılarının konuyla ilgili sorumluluğunu gözden geçirmesine yönelik bir değerlendirme yapılmıştır.
Özgünlük: Sürdürülebilirlik ve pazarlamanın kesişim noktasında yer alan aktörlerin artan çabalarına karşın sürdürülebilir yaşam koşulları yaratma konusunda bu çabalara denk gelecek bir ilerleme kaydedilememektedir. Bu çelişkinin ortaya çıkmasında, sürdürülebilirlik ve pazarlama alanındaki araştırmaların rolünün sorgulanması önemlidir. Bu sorguya yönelik eleştirel bir tutum benimseyen çalışmalar olsa da bütüncül bir bakış açısına sahip çalışma sayısı sınırlıdır. Bu çalışma bu boşluğa odaklanmaktadır.

Keywords

Sürdürülebilirlik pazarlama makro eleştirel sorumluluk

References

  • Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13-23.
  • Alvesson, M. (1994). Critical theory and consumer marketing. Scandinavian Journal of Management, 10(3), 291-313.
  • Assadourian, E. (2010). Transforming cultures: From consumerism to sustainability. Journal of Macromarketing, 30(2), 186-191.
  • Bartels, R. (1983). Is marketing defaulting its responsibilities?. Journal of Marketing, 47(4), 32-35.
  • Belz, F. M. (2006). Marketing in the 21st Century. Business Strategy and the Environment, 15(3), 139-144. Birleşmiş Milletler Türkiye (2023). Türkiye sürdürülebilir kalkınma amaçları çalışmalarımız, https://turkiye.un.org/tr/sdgs, (Erişim tarihi: 21.09.2023)
  • Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958–2008: A basis for future research opportunities. Journal of the Academy of Marketing Science, 39, 55-70.
  • Connolly, J., & Prothero, A. (2003). Sustainable consumption: consumption, consumers and the commodity discourse. Consumption, Markets and Culture, 6(4), 275-291.
  • Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O. C., & Pinney, C. C. (2011). Market-oriented sustainability: a conceptual framework and propositions. Journal of the Academy of Marketing Science, 39, 71-85.
  • Çevre ve Şehircilik Bakanlığı (2021). Plastik poşet kullanımı yüzde 75 oranında azaldı, https://www.csb.gov.tr/plastik-poset-kullanimi-yuzde-75-oraninda-azaldi-bakanlik-faaliyetleri-31995, (Erişim tarihi: 21.09.2023)
  • Davies, I., Oates, C. J., Tynan, C., Carrigan, M., Casey, K., Heath, T., ... & Wells, V. (2020). Seeking sustainable futures in marketing and consumer research. European Journal of Marketing, 54(11), 2911-2939.
  • De Vries, G., Terwel, B. W., Ellemers, N., & Daamen, D. D. (2015). Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing. Corporate Social Responsibility and Environmental Management, 22(3), 142-154.
  • Deloitte (2022). How consumers are embracing sustainability, https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html, (Erişim tarihi: 24.05.2023)
  • Dholakia, N. (2012). Being critical in marketing studies: the imperative of macro perspectives. Journal of Macromarketing, 32(2), 220-225.
  • Dolan, P. (2002). The sustainability of “sustainable consumption”. Journal of Macromarketing, 22(2), 170-181.
  • ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 275, 122556.
  • Engelbrecht, C. (2022), Coke Is a Sponsor of the Climate Summit in Egypt. Some Activists Aren’t Happy, The New York Times, https://www.nytimes.com/2022/11/07/climate/coca-cola-sponsor-cop27-climate-egypt.html, (Erişim tarihi: 26.05.2023)
  • Evans, D., Welch, D., & Swaffield, J. (2017). Constructing and mobilizing ‘the consumer’: Responsibility, consumption and the politics of sustainability. Environment and Planning A, 49(6), 1396-1412.
  • Fischer, D., Reinermann, J. L., Mandujano, G. G., DesRoches, C. T., Diddi, S., & Vergragt, P. J. (2021). Sustainable consumption communication: A review of an emerging field of research. Journal of Cleaner Production, 300, 126880.
  • Fisk, G. (1973). Criteria for a theory of responsible consumption. Journal of Marketing, 37(2), 24-31.
  • Frank, P., & Brock, C. (2018). Bridging the intention–behavior gap among organic grocery customers: The crucial role of point‐of‐sale information. Psychology & Marketing, 35(8), 586-602.
  • Geels, F. W., McMeekin, A., Mylan, J., & Southerton, D. (2015). A critical appraisal of Sustainable Consumption and Production research: The reformist, revolutionary and reconfiguration positions. Global Environmental Change, 34, 1-12.
  • Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163.
  • Gross, N., & Laamanen, M. (2021). ‘Hey, you there! Marketing!’On ideology and (mis) interpellation of the marketing educator as subject. Journal of Marketing Management, 38(3-4), 309-332.
  • Hackley, C. (2009). Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies. Journal of Marketing Management, 25(7-8), 643-659.
  • Hasan, S., Wooliscroft, B., & Ganglmair-Wooliscroft, A. (2023). Drivers of Ethical Consumption: Insights from a Developing Country. Journal of Macromarketing, 43(2), 175-189.
  • Hollensbe, E., Wookey, C., Hickey, L., George, G., & Nichols, C. V. (2014). Organizations with purpose. Academy of Management Journal, 57(5), 1227-1234.
  • Huang, M. H., & Rust, R. T. (2011). Sustainability and consumption. Journal of the Academy of Marketing Science, 39, 40-54.
  • Hult, G. T. M. (2011). Market-focused sustainability: market orientation plus!. Journal of the Academy of Marketing Science, 39, 1-6.
  • Hunt, S. D. (2011). Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach. Journal of the Academy of Marketing Science, 39, 7-20.
  • Jaiswal, A. K., & Gupta, S. (2015). The influence of marketing on consumption behavior at the bottom of the pyramid. Journal of Consumer Marketing, 32(2), 113-124.
  • Jones, P., Clarke‐Hill, C., Comfort, D., & Hillier, D. (2008). Marketing and sustainability. Marketing Intelligence & Planning, 26(2), 123-130.
  • Jung, Y. J., & Kim, Y. (2023). Research trends of sustainability and marketing research, 2010–2020: Topic modeling analysis. Heliyon, 9(3).
  • Kang, G. D., & James, J. (2007). Revisiting the concept of a societal orientation: conceptualization and delineation. Journal of Business Ethics, 73(3), 301-318.
  • Karlsson, R. (2012). Individual guilt or collective progressive action? Challenging the strategic potential of environmental citizenship theory. Environmental Values, 21(4), 459-474.
  • Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing?. Journal of Marketing Management, 35(3-4), 277-309.
  • Kilbourne, W. E. (2010). Facing the challenge of sustainability in a changing world: An introduction to the special issue. Journal of Macromarketing, 30(2), 109-111.
  • Kilbourne, W. E., & Beckmann, S. C. (1998). Review and critical assessment of research on marketing and the environment. Journal of Marketing Management, 14(6), 513-532.
  • Kilbourne, W. E., & Carlson, L. (2008). The dominant social paradigm, consumption, and environmental attitudes: can macromarketing education help?. Journal of Macromarketing, 28(2), 106-121.
  • Klein, T. A., & Laczniak, G. R. (2021). Laudato si’–a macromarketing manifesto for a just and sustainable environment. Journal of Macromarketing, 41(1), 75-87.
  • Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
  • Kumar, V., Rahman, Z., & Kazmi, A. A. (2013). Sustainability marketing strategy: An analysis of recent literature. Global Business Review, 14(4), 601-625.
  • Kunchamboo, V., Little, V. J., & Cheah, S. K. A. (2022). Common Cause, coopetition or competition? Resource contestation in food waste recovery networks. Journal of Macromarketing, 43(2), 255-273.
  • Laczniak, G., & Shultz, C. (2021). Toward a doctrine of socially responsible marketing (SRM): A macro and normative-ethical perspective. Journal of Macromarketing, 41(2), 201-231.
  • Lim, W. M. (2016). A blueprint for sustainability marketing: Defining its conceptual boundaries for progress. Marketing Theory, 16(2), 232-249.
  • Little, V. J., Ho, H. H. P., & Eti-Tofinga, B. (2023). Not WEIRD at all! Towards more pluralistic economies and sustainable livelihoods. Journal of Macromarketing, 43(2), 190-214.
  • Lubowiecki-Vikuk, A., Dabrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91-101.
  • Lunde, M. B. (2018). Sustainability in marketing: A systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Review, 8(3-4), 85-110.
  • Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3-41.
  • Maniates, M. (2014). Sustainable consumption–Three paradoxes. GAIA-Ecological Perspectives for Science and Society, 23(3), 201-208.
  • McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11-12), 1186-1219.
  • Milbrath, L. (1984), Environmentalists: Vanguard for a New Society, State University of New York, New York Press, Albany, NY.
  • Mick, D. G. (2007). The end (s) of marketing and the neglect of moral responsibility by the American Marketing Association. Journal of Public Policy & Marketing, 26(2), 289-292.
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There are 84 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Ali Emre Aydın 0000-0002-2340-8469

Publication Date September 25, 2023
Submission Date May 31, 2023
Published in Issue Year 2023 Volume: 7 Issue: 1

Cite

APA Aydın, A. E. (2023). Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma. Pazarlama İçgörüsü Üzerine Çalışmalar, 7(1), 48-69.
AMA Aydın AE. Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma. SOMI. September 2023;7(1):48-69.
Chicago Aydın, Ali Emre. “Sürdürülebilirlik Ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma”. Pazarlama İçgörüsü Üzerine Çalışmalar 7, no. 1 (September 2023): 48-69.
EndNote Aydın AE (September 1, 2023) Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma. Pazarlama İçgörüsü Üzerine Çalışmalar 7 1 48–69.
IEEE A. E. Aydın, “Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma”, SOMI, vol. 7, no. 1, pp. 48–69, 2023.
ISNAD Aydın, Ali Emre. “Sürdürülebilirlik Ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma”. Pazarlama İçgörüsü Üzerine Çalışmalar 7/1 (September 2023), 48-69.
JAMA Aydın AE. Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma. SOMI. 2023;7:48–69.
MLA Aydın, Ali Emre. “Sürdürülebilirlik Ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma”. Pazarlama İçgörüsü Üzerine Çalışmalar, vol. 7, no. 1, 2023, pp. 48-69.
Vancouver Aydın AE. Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma. SOMI. 2023;7(1):48-69.
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