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Journal of Strategic Marketing

Deadline: 31 March 2020

Special Issue:

Shaping a better world: Sustainable Marketing

The Sustainable Development Goals (SDGs), otherwise known as the Global Goals, are a universal call actioned by the United Nations. The SDGs are a call to action to end poverty, protect the planet, and ensure that all people enjoy peace and prosperity.

Researchers and practitioners in the business management field are paying increasing attention to the concept of sustainability. Sustainability focuses efforts on preserving natural resources for the future human wellbeing (Clark and Dickson, 2003) by encouraging people to consume less or re-use more. With the increase in the world’s population, finite resources and environmental deterioration that includes a reduction in species bio-diversity and more (Waring et al., 2016) we can no longer continue to operate with business as usual. Business can play an important role in preserving the environment, and increased incorporation of sustainability into business activities is called for (Shrivastava, 1995). Marketing can help through understanding how consumer needs can be met without the creation of wants that drive over-consumption. To date, much effort has been directed towards understanding environmental concerns amongst consumers and the availability/adoption/usage of green/eco-friendly products in the market. However, sales growth of green products and services remains sub-optimal, suggesting more can be done (Brecard, 2009; Tseng and Hung, 2013).

This special issue calls for research focussed on sustainable marketing strategies (Sharma et al., 2010). Business needs to revisit their marketing activities, and strategies and marketing operations need to be sustainable. This special issue seeks input from scholars around the globe who are prepared to move away from business as usual to extend our understanding of how marketing can be applied to deliver outcomes benefitting our planet. We invite submissions from around the world.

Possible topics include:

1.       Sustainable marketing strategies

2.       The role of marketing in enhancing sustainability

3.       The role of marketing in creating sustainable cities and communities

4.       Strategies for responsible consumption and production (e.g. slow fashion, shared consumption)

5.       Marketing actions to reduce climate change

6.       Promotion of affordable and clean energy

7.       Co-creation and co-production of sustainable products and services

8.       Sustainable retailing and distribution

Submission Guidelines

Please contact the editorial team for guidance on your manuscript.  Submission deadline 31 March 2020.

All manuscripts should be submitted through the online submission system, ScholarOne no later than March 31, 2020.

Please visit the Instructions for Authors page for more information on how to format your submission. 


Editorial Information:

Charles Jebarajakirthy: Lecturer in Marketing, Department of Marketing, Griffith Business School, Griffith University

Rambalak Yadav: Assistant Professor, Department of Marketing, Institute of Management Technology, Hyderabad- 501218

M. S. Balaji: Associate Professor, Department of Entrepreneurship, Marketing and Management Systems, Nottingham University Business School, Ningbo, China

Sharyn Rundle-Thiele: Professor in Marketing, the Department of Marketing and Social Marketing @ Griffith, Griffith Business School, Griffith University

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Cervellon, M. C., & Wernerfelt, A. S. (2012). Knowledge sharing among green fashion communities online: Lessons for the sustainable supply chain. Journal of Fashion Marketing and Management: An International Journal, 16(2), 176-192.
Chen, Y. S. (2008). The driver of green innovation and green image–green core competence. Journal of Business Ethics, 81(3), 531-543.
Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489-500.
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D'Souza, C., Taghian, M., Sullivan-Mort, G., & Gilmore, A. (2015). An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of Strategic Marketing, 23(7), 600-615.
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Green, T., & Peloza, J. (2014). Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption. Journal of Advertising, 43(2), 128-141.
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Sharma, A., Iyer, G. R., Mehrotra, A., & Krishnan, R. (2010). Sustainability and business-to-business marketing: A framework and implications. Industrial Marketing Management, 39(2), 330-341.
Tseng, S. C., & Hung, S. W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 59, 174-184.
Paparoidamis, N. G., & Tran, H. T. T. (2019). Making the world a better place by making better products: Eco-friendly consumer innovativeness and the adoption of eco-innovations. European Journal of Marketing, https://doi.org/10.1108/EJM-11-2017-0888.