• Journal of Global Scholars of Marketing Science
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• v.17 no.3
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• pp.83-108
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• 2007

Since the 1992 UN Conference for Environment and Development held in Rio de Jaineiro, Sustainable Development has become the global thesis. More than 170 countries signed the Agenda 21 for the sustainable action plan, and adopted the sustainability concept as the key concept of dealing with the environmental, social, ethical, and economic problem. Sustainability is one of the main marketing challenges in the 21st century. By integrating social and ecological criteria, marketing may can make valuable contributions to sustainable development. Regarding the sustainability marketing, it is difficult to find the domestic marketing research on the thesis of sustainable development, and this is the definite evidence that the Korean marketing researchers do not realize the importance of the thesis of sustainable development which is internationally suggested as the new paradigm of change. The purpose of this study is to build the conceptual background and explore the research direction in order to introduce and adopt the concept of sustainable development in the domestic marketing research field. The present paper proposes a comprehensive conception of sustainability marketing, defined by six step: analysis of social-ecological problems; analysis of consumer behavior; normative sustainability marketing; strategic sustainability marketing; instrumental sustainability marketing; and transformative sustainability marketing. The aim of the paper are to clarify the concept of sustainability marketing. To accomplish this research purpose we discuss the sustainable development which is the conceptual background of sustainability marketing, analyze the characteristics of the sustainability marketing, and finally summarize the research results and present the suggestions for further research. Sustainability marketing embraces the idea of sustainable development, a development that meets the needs of the present without compromising the ability of future generation to meet their own needs. Sustainability Marketing goes beyond conventional marketing thinking. If marketing is about satisfying customer needs and building profitable relationships with customers, sustainability marketing may be defined as building and maintaining sustainable relationships with customers, the social environment and natural environment. By creating social and environmental value, sustainability marketing tries to deliver and increase customer value. Sustainability Marketing aims at creating customer value, social value and environmental value. Sustainability marketing integrates social and ecological criteria into the whole process of marketing, and can be differentiated in six steps: (1) Analysis of the social and ecological problems, generally and specifically with respect to products which satisfy customer needs and wants; (2) Analysis of customer behavior with special aspect to social and ecological concerns; (3) Corporate commitments to sustainable development in the mission statement, development of sustainability visions, formulation of sustainable principles and guideline, setting of socio-ecological marketing objectives and goals (normative aspects of sustainability marketing); (4) Sustainability segmentation, targeting and positioning, and timing of market entry(strategic aspects of sustainability marketing); (5)Integration of social and ecological criteria into the marketing-mix, i.e. products, services and brands, pricing, distribution and communication(instrumental aspects of sustainability marketing); (6) Participation in public and political change processes, which transform existing institutions towards sustainability(transformative aspects of sustainability marketing). The first two steps begin with an analysis of the company situation. In sustainability marketing it is crucial not just to know consumer needs and wants, but also to find out about the ecological and social problems of products along their whole life cycle. The intersection of socio-ecological problems and consumer wants sets the ground for sustainability marketing. Step three to five describe the implementation of sustainability marketing. Social and ecological criteria are fully integrated into the mission statement, strategies and marketing-mix. Step six is one of the specifics of sustainability marketing. It is about the commitment of company to sustainable development and their active participation in public and political processes in order to change the existing framework in favor of sustainability.

• Asia Marketing Journal
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• v.24 no.4
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• pp.143-151
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• 2023

In emerging countries, traditional retail, such as wet markets, still accounts for a large proportion of retail sales. Traditional retail has poor infrastructure compared to modern retail, and is often associated with problems of waste, water, and environmental pollution. Therefore, traditional retail faces extreme difficulties in achieving sustainability. This study aimed to determine what value traditional retail contributes to sustainability. We generated and applied a conceptual framework of sustainability to explore this question. We used a single case study of a small-scale wet market in Vietnam. The results showed that wet markets have significant value for the development of sustainable retail, including economic, environmental, social, and community value. This study extends the literature by providing a comprehensive and accurate view about the value of traditional retail in contributing to sustainability. It suggests strategies for traditional retail in emerging countries to survive sustainably.

• Journal of Distribution Science
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• v.19 no.11
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• pp.37-48
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• 2021

Purpose: The importance of sustainability in the supply chain has steadily risen in recent decades as a result of the growing awareness on the social issues. The purpose of this research is to examine the relationship between social sustainability practices and performance outcomes, as well as explore the mediating role of supply chain integration on that relationship. Research design, data and methodology: PLS-SEM model is developed to identify the impacts of sustainability on performance outcomes and the mediating role of supply chain integration. We received 285 responses from medium and large companies located in Vietnam, and after filtering, 206 responses were used for further analysis. Results: Our findings showed that sustainability impacts significantly on integration and performance in the supply chain. Moreover, the result indicates that supplier integration and internal integration mediate the relationship between social sustainability practices and supply chain performance, while customer integration mediation role was not found significant at all. Conclusions: Our results prove that social sustainability practices can link all the stakeholders and enhance collaboration. To maintain sustainable development, firms should embrace values of sustainability to improve the well-being, working condition, and healthcare of their employees as well as the advancement of local society.

• Asia Marketing Journal
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• v.24 no.4
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• pp.141-142
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• 2023

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.152-165
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• 2017

In the context of the convergence revolution that brings together culture, technology, and humanities, the fashion industry is aiming to form product strategies to create added value. The ultimate aim of these strategies is to satisfy consumers' diverse needs. Boosted by discussions on sustainability in the fashion industry, sustainability management activities are also emerging as a trend in product strategy. Therefore, it is important to consider both convergence and sustainability management activities together as drivers of fashion brands' product strategies. The main objectives of this study are as follows: (1) to examine the differences in sustainability evaluation by product strategy, (2) to determine how sustainability evaluation affects brand attitude and purchase intention, and (3) to identify how this effect varies according to the types of convergence and sustainability management activities. The main findings of this research are as follows. First, sustainability evaluation varies according to fashion brands' product strategy. Second, evaluation has a positive effect on brand attitude and purchase intention. Third, the effect varies according to the types of convergence and sustainability management activities. This study is an extension of previous research for combining fashion brands' convergence and sustainability management activities as a part of their product strategy, which, in turn, contributes to positive consumer responses on the marketing level. Moreover, results provide practical implications for fashion brands that enable them to establish efficient marketing strategies regarding to convergence and sustainability management activities.

• Journal of Distribution Science
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• v.17 no.10
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• pp.107-114
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• 2019

Purpose - This is longitudinal research which aims to investigate the meaning of greenness to consumers' behavior. Consumers adopt green marketing as a new factor in product buying and consumption and more and more consumers prefer green product and services. Consumers' green buying behavior can be different from other purchasing experiences. There would be changes in the meaning of green as time passed and it can be different from countries to other countries. This study examines focus group studies with several groups. There is a ten-year gap between 2010 focus group and 2019 focus group interviews. With this ten-year gap, we can find the change of greenness to consumers. Research design, data, and methodology - The data were collected from Turkish, Korean, Kazakhstan people. This is a cross-sectional study and focus group interview was designed. We can gain information relevant to the research problem with using focus group study and get some insights into basic needs and attitudes of green marketing. The subjects for green purchase interviewee were confined to under 40 years old's shoppers regardless of gender. The first study was investigated with several groups in 2010 and the second interview were conducted in 2019. Results - Results show that the meaning of greenness for consumer has changed over time in accordance with the growing accordance of environmental sustainability. Basically, green marketing still means valuable, natural, recycle-able, good for health, clean, smart behavior, essential benefit. The concept of greenness significantly evolved since it was investigated in 2010. It moves away from focusing on specific environmental issues to considering global sustainability issues. Especially we found that greenness can be related with globalization, higher education, social status at the 2019 interview. Conclusions - This paper attempted to confirm the green marketing is essential and expands its meaning to various aspect. Usually, we can think green marketing is everywhere, therefore, people don't care about green issues in real. But consumers are adopting green marketing more and more, it can be a means to attract potential consumers. Therefore, companies should provide enough greenness information for people and they might apply greenness communication to attract potential customers.

• Asian Journal of Business Environment
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• v.12 no.2
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• pp.29-41
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• 2022

Purpose: In the era of sustainable development, the role of consumers and businesses has become increasingly important by demonstrating the importance of social and environmental issues. Accordingly, firms widely adopt cause-related marketing to fulfil corporate social responsibility. The purpose of this study is to examine factors that affect consumer attitude toward cause-related marketing with perspectives of the sustainable development goals (SDGs) and instrumental conditioning. Research design, data and methodology: Proposed research questions include effects of cognition, emotion, sustainability, and business ethics on attitude, effects of attitude on purchase intention, and effects of intention on satisfaction. This study collected the data via an online survey and applied factor and regression analysis. Results: Findings indicated that factors affect attitudes differently in cases of cause-related marketing with SDGs and instrumental conditioning. The results of this study found that business ethics affects consumer attitude and differ based on types of cause-related marketing. This study found that attitude positively affects purchase intention that also affects expected satisfaction. Conclusions: By applying perspectives of SDGs, findings of this study provide implications to producers, marketers, and policymakers to promote and achieve sustainability. In particular, the results found that business ethics should be more addressed to fulfill customer attitude.

• The Research Journal of the Costume Culture
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• v.26 no.2
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• pp.203-216
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• 2018

This study explores sustainability education in textile and apparel (T&A) programs in U.S. higher education institutions. Specifically, the researchers study whether more courses with sustainability focus are offered in higher-ranked institutions and explore whether sustainability is taught more in specific T&A related subject fields. Content analysis was conducted for 3,200 courses found in online course catalogs or the course information sites of 69 institutions. Institutions were selected from the 2015 rankings of the top 50 fashion design and top 50 fashion merchandising schools in the US on www.fashion-schools.org. All cases were coded by two coders with a Cohen's Kappa score of 97.5%, indicating good interrater reliability. Coded data were analyzed through descriptive statistics, correlation analysis, and t-tests. The findings show that sustainability is being integrated into the curricula and across courses of T&A programs in the U.S. Over half of the institution surveyed offered at least one sustainability embedded course. Higher ranked institutions provided more sustainability-related courses than power-ranked institutions. A natural match between the subject field and specific sustainability theme was observed (e.g., cultural diversity in history/culture and social psychology/education; recycle/reuse in textile science; sustainability in fashion design; social responsibility and ethics in industry/consumer). The need to introduce sustainability in courses holistically is discussed, whereby sustainability within the industry supply chain is examined in a connected way.

• International Journal of Advanced Culture Technology
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• v.9 no.3
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• pp.221-231
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• 2021

The purpose of this study is to examine the characters and sustainability of built heritage featured in the eight-scenery listings of Gyeonggi municipalities in South Korea. Eight scenery is a place marketing medium that reflects the community's appreciation of the selected resources. For a research method, we utilize framework analysis to understand the cultural resources in three categories: heritage value identification, preservation, and dissemination. Primary sources for data collection include the chosen eleven cities' eight-scenery webpages, the National Cultural Heritage Portal, and articles about the built heritage resources included in the eight scenery. The results of this study show the public's acknowledgment of diverse built heritage, from prestigious monuments to local heritage interpretations, and various preservation and public program development approaches. The conclusion discusses the research findings regarding historic preservation, sustainable development, and place marketing.

• The Journal of Economics, Marketing and Management
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• v.12 no.4
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• pp.87-99
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• 2024

Purpose: This research examines the elements that affect Chinese tourists' trip experiences and behaviors in Japan and South Korea, focusing on destination image, digital engagement, and sustainability practices awareness. Research design, data and methodology: Data were collected from 414 Chinese tourists through an online survey and analyzed conduct confirmatory factor analysis and structural equation modeling. Findings indicate a positive destination image significantly influences revisit intention but not travel satisfaction. Travel satisfaction positively affects revisit intention, while digital engagement and sustainability practices awareness both enhance travel satisfaction. Results: The results highlight the importance of leveraging digital engagement and promoting sustainability practices to boost satisfaction and repeat visits. Conclusions: The study provides practical insights for tourism stakeholders to develop targeted strategies, emphasizing customer service, sustainable practices.