Ethical Dimensions of Sustainable Marketing: a Consumer Policy Perspective

Sustainability has emerged as the buzzword of 21st century. However, the topic has attracted the interest of marketers since the late 1960s. Based on a review of the literature concerning sustainable marketing we argue that there is a need for increasing understanding of sustainability by elaborating on prevailing ethical approaches. We base our analysis on the idea that to develop and implement effective strategies for sustainable marketing, companies need to view themselves as ethical subjects and corporate citizens. Finally, the authors seek to stimulate further discussion on the role of marketing as a key driver of progress towards achieving sustainability.


Jose-Carlos Garcia-Rosell and Johanna Moisander (2007) ,"Ethical Dimensions of Sustainable Marketing: a Consumer Policy Perspective", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 210-215.


Jose-Carlos Garcia-Rosell, University of Lapland, Finland
Johanna Moisander, Helsinki School of Economics, Finland


E - European Advances in Consumer Research Volume 8 | 2007

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