Sustainability marketing beyond sustainable development: towards a degrowth agenda

被引:21
作者
Lloveras, Javier [1 ]
Marshall, Adam P. [2 ]
Vandeventer, James S. [3 ]
Pansera, Mario [1 ]
机构
[1] Univ Vigo, Postgrowth Innovat Lab, Vigo, Pontevedra, Spain
[2] Cardiff Univ, Sch Geog & Planning, Cardiff, Wales
[3] Univ Huddersfield, Dept Management, Huddersfield, W Yorkshire, England
基金
欧洲研究理事会; 欧盟地平线“2020”;
关键词
Sustainability marketing; sustainable marketing; degrowth; post-growth; sustainable development; COMMODITY FETISHISM; CONSUMPTION; ENGAGEMENT; STRATEGY; POLITICS; SOCIETY; ECONOMY; GROWTH; ENERGY; DRIVE;
D O I
10.1080/0267257X.2022.2084443
中图分类号
F [经济];
学科分类号
02 ;
摘要
Drawing on ecological economics, post-development studies, and political ecology, this paper argues that sustainable development notions have run their course within sustainability marketing debates and proposes degrowth as an alternative framework to steer disciplinary debates in new directions. We chart unexplored territory, offering sustainability marketing scholars tools to navigate degrowth-minded policies, transformative frameworks, and business models. In doing so, our work contributes to existing sustainability marketing debates in three ways: first, we respond to the paucity of studies engaging with the political economy of sustainability marketing. Second, we make visible the tensions and contradictions that arise as marketers seek to reconcile imperatives of economic growth and sustainability. Finally, we foreground degrowth as an emerging sustainability proposition, with potential for inspiring the radical set of transformations required to avert catastrophic climate change and keep global temperatures well below +2 degrees C (relative to pre-industrial levels), as pledged in the Paris Agreement.
引用
收藏
页码:2055 / 2077
页数:23
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