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Sustainability & Marketing
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.ORCID iD: 0000-0001-6101-5378
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (English)In: : Föreningen Företagsekonomi i Sverige, Gävle, Sweden, 2019Conference paper, Oral presentation only (Other (popular science, discussion, etc.))
Abstract [en]

This session is based on the upcoming book “Marketing & Sustainability” (Studentlitteratur 2020) which aims to equip business students with the relevant mindset to pursue advanced marketing education or start their career as marketer with an understanding of sustainability issues — with contemporary cases and useful conceptualisations and classifications.

The presentation will cover (1) classic consumer behavior concepts (e.g., consumer segmentations, the consumption process) and how to influence consumer behavior in light of infamous attitude-behavior “green gap” (e.g., nudging); (2) firms’ operations and responses to the sustainability imperative (e.g., new product/service development, the life-cycle approach, ISO standards, open innovation); (3) sustainable marketing communications (e.g., branding, certifications and labelling, communication channels) and the pitfalls of “cheating the consumers” (e.g., greenwashing issues, transparency, GDPR implications); and (4) the diverse sustainable business models and marketing channels (e.g., Product-Service Systems, circular economy paradigm, peer-to-peer platforms). 

Place, publisher, year, edition, pages
Gävle, Sweden, 2019.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-161680DOI: 10.13140/RG.2.2.24530.71365OAI: oai:DiVA.org:liu-161680DiVA, id: diva2:1368143
Conference
FEKIS 2019, Gävle, Sweden, 16–17 oktober, 2019
Available from: 2019-11-06 Created: 2019-11-06 Last updated: 2019-11-15Bibliographically approved

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Guyader, HugoOttosson, Mikael

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf