Week 9 (Sustainable consumption)

Question 1

Why are marketers interested in sustainability

Answer 1

Moral = reality of the situation, we’re all in this together
Financial/economic = social trends (citizens are asking businesses to take responsibility), reputation cost saving

Question 2

What are the 3 aspects of sustainable consumption

Answer 2

Responsible, anti & mindful consumption

Question 3

What is responsible consumption

Answer 3

consumers are ‘socially consciuos’ when they consider the public consequences of their private consumption & attempt to use purchasing power to bring about social change

Question 4

What is anti consumption

Answer 4

‘withstand the force/effect of consumerism’
Rejection = exclude particular products/brands from their consumption cycle.
Restriction = restrict consumption of particular products/brands.
Reclamation = ideological shift to a holistic process that includes, acquisition, use and dispossession

Question 5

What is mindful consumption

Answer 5

caring for self, community & environment.
intangible = consumers mindset, attitudes, values and expectations about consumption
tangible = consumers behaviour

Question 6

What does mindfulness help with

Answer 6

1) disrupt routine
2) promote more congruence with regards to the attitude-behaviour gap.
3) nurture non-materialistic values and enhance well-being
4) foster pro-social behaviour

Question 7

How can marketers act more sustainably with Products

Answer 7

improve material selection, designed-to-last products, design for easy end-of-life sorting, standardised parts.

Have product oriented services to extend the life of a product through maintenance, repairing and upgrades

Question 8

How can marketers act more sustainably with Pricing

Answer 8

• set prices that reflect the total cost arising from use of products
• make customers aware of TCC = cost of acquiring, recycling or disposing of a product

Question 9

How can marketers act more sustainably with Place

Answer 9

• focus on local suppliers to reduce emissions + provide local work
• audit work conditions & waste management practices of suppliers
• apply pressure to existing suppliers to adopt sustainable processes

Question 10

How can marketers act more sustainably with Promotion

Answer 10

• advertising & other marketing is conducted sustainably
• promotions are focused on communicating the firms & products sustainability initiatives and charitable deeds
• Eco labelling or certifications may be adopted to provide understandable & credible information