Sustainability Marke0ng_ Lea Binder
Table of Contents
LECTURE 1: KICK-OFF ................................................................................................................... 3
LECTURE 3: MARKETING CONTRIBUTION TO SOCIETY .................................................................... 4
FOUR MARKETING PARADOXES................................................................................................................ 4
MOHAN ET AL. (2018): CONSUMERS AVOID BUYING FROM FIRMS WITH HIGHER CEO-TO-WORKER PAY RATIOS ......... 6
LECTURE 4: THE CHANGING ROLE OF BUSINESS ........................................................................... 8
GREENWASHING ................................................................................................................................. 9
SUSTAINABILITY REPORTINGS AND RANKINGS ............................................................................................ 10
PORTER AND KRAMER (2011): CREATING SHARED VALUE: HOW TO REINVENT CAPITALISM—AND UNLEASH A WAVE OF
INNOVATION AND GROWTH .................................................................................................................. 11
LECTURE 5: THE CHANGING ROLE OF BUSINESS || ....................................................................... 13
CAUSE RELATED MARKETING (CRM ....................................................................................................... 14
CORPORATE SOCIAL RESPONSIBILITY (CSR) ............................................................................................. 14
CORPORATE SHARED VALUE (CSV) ........................................................................................................ 15
WEED (2016): FORGET CORPORATE SOCIAL RESPONSIBILITY: DOING GOOD SHOULD BE A CORE PART OF YOUR BUSINESS
..................................................................................................................................................... 15
JUBILEE, DARUN & GLADYS (2023): INVESTIGATING THE IMPACT OF BRAND VS. CAUSE INTERACTION ON CAUSE RELATED
ADVERTISEMENTS .............................................................................................................................. 16
LECTURE 6: BRAND ACTIVISM ..................................................................................................... 17
CHATTERJI & TOFFEL (2018): THE NEW CEO ACTIVIST. ............................................................................... 19
BRAGA ET AL. (2024): THE EFFECTIVENESS OF CORPORATE ACTIVISM: A META-ANALYSIS .................................... 21
ÖZTURAN & GRINSTEIN (2022): IMPACT OF GLOBAL BRAND CHIEF MARKETING OFFICERS’ CORPORATE SOCIAL
RESPONSIBILITY AND SOCIOPOLITICAL ACTIVISM COMMUNICATION ON TWITTER ................................................ 22
SUN, BELLEZZA & PAHARIA (2021): BUY LESS, BUY LUXURY: UNDERSTANDING AND OVERCOMING PRODUCT DURABILITY
NEGLECT FOR SUSTAINABLE CONSUMPTION .............................................................................................. 24
LECTURE 7: BEHAVIORAL SCIENCE AND CLIMATE (IN)ACTION ...................................................... 25
BEHAVIOR-INTENTION GAP ................................................................................................................... 25
WINTERICH ET AL. (2024): HOW LACK OF KNOWLEDGE ON EMISSIONS AND PSYCHOLOGICAL BIASES DETER CONSUMERS
FROM TAKING EFFECTIVE ACTION TO MITIGATE CLIMATE CHANGE ..................................................................... 25
CONSIDERATION OF SUSTAINABILITY ....................................................................................................... 30
WHITE ET AL. (2019): SHIFT MODEL ..................................................................................................... 30
LECTURE 8: PRODUCT DISPOSAL ................................................................................................ 35
TARI & TRUDEL (2024): THE EFFECT OF CIRCULAR TAKE-BACK PROGRAMS ON PSYCHOLOGICAL OWNERSHIP AND
VALUATION ....................................................................................................................................... 35
NADRICKA, MILLET & AYDINLI (2024): ARE CONSUMERS MORE OR LESS AVERSE TO WASTING ORGANIC FOOD?...... 39
PRICE PROMOTIONS & HOUSEHOLD FOOD WASTE .................................................................................... 44
KIM ET AL. (2025): TO DISPOSE OR EAT? THE IMPACT OF PERCEIVED HEALTHINESS ON CONSUMPTION DECISIONS FOR
ABOUT-TO-EXPIRE FOODS ................................................................................................................... 44
LECTURE 9: CHALLENGES FOR BEHAVIORAL INTERVENTIONS ..................................................... 48
BRYAN ET AL. (2021): BEHAVIOURAL SCIENCE IS UNLIKELY TO CHANGE THE WORLD WITHOUT A HETEROGENEITY
REVOLUTION. .................................................................................................................................... 48
1
,Sustainability Marke0ng_ Lea Binder
THE GENERALIZABILITY CRISIS ............................................................................................................... 51
MILLET, K., & WEIJTERS, B. (2023): THE BEHAVIORAL INTERVENTION “POSITIVE CUEING”: ALTERING SELF-PERCEPTION,
INCREASING GREEN AWARENESS, OR UNDERMINING THE SIGNALING VALUE OF COSTLY GREEN BEHAVIOR? ................ 52
MILLET & WEIJTERS (2025): THE VALUE OF MULTIPROXY EXPERIMENTS TO STUDY PRO-ENVIRONMENTAL BEHAVIOR ..... 55
MILLET, KIRILOVA & WEIJTERS (2025): NOT GOING GREEN WHEN SEEN: HOW WATCHING EYES AFFECT PRO-
ENVIRONMENTAL CHOICES ................................................................................................................... 55
LECTURE 10: INDIVIDUAL LEVEL VS. SYSTEM LEVEL CHANGE ...................................................... 57
HAGMANN & LOEWENSTEIN (2019): NUDGING OUT SUPPORT FOR A CARBON TAX. ............................................. 57
CHATER & LOEWENSTEIN (2023): THE I-FRAME AND THE S-FRAME: HOW FOCUSING ON INDIVIDUAL-LEVEL SOLUTIONS
HAS LED BEHAVIORAL PUBLIC POLICY ASTRAY ............................................................................................. 59
POTENTIAL S-FRAME INTERVENTIONS...................................................................................................... 62
MILLET, & WEIJTERS (2025B): CARROTS OR STICKS? HOW PERCEIVED FAIRNESS OF INCENTIVES VS. PENALTIES FOR
SUSTAINABLE CHOICES DEPENDS ON SOCIAL ACCEPTANCE OF THE SPECIFIC CHOICE .......................................... 64
LECTURE 11: DEI INITIATIVES AND BACKFIRE EFFECTS ................................................................. 67
IDENTITY .......................................................................................................................................... 67
KIM ET AL. (2023: CALCULATORS FOR WOMEN: WHEN IDENTITY-BASED APPEALS ALIENATE CONSUMERS ............... 68
CATEGORIZATION THREAT ..................................................................................................................... 70
SELLOUT EFFECT ............................................................................................................................... 71
DU, MILLET, AYDINLI & ARGO (2025): DISRESPECTFUL PROMOTIONS: THE NEGATIVE IMPACT OF PRICE PROMOTIONS
ON PRODUCTS SYMBOLICALLY LINKED TO STIGMATIZED IDENTITIES ................................................................. 73
MINORITY OWNERSHIP AWARENESS EFFECT.............................................................................................. 80
2
,Sustainability Marke0ng_ Lea Binder
Lecture 1: Kick-O/
04.02.2025
Altruism: You pay for something that someone else benefits from
Irra0onality: People don’t always act as they should (against logic) due to emo0ons, biases
and social influences à behavioral science tries to study this
Behavioral Science studies consumer behavior
- How do individuals and groups sa0sfy their needs and wants
- Psychological, social and cultural factures that influence consump0on-related
decisions. This enables marketeers to address consumers’ needs effec0vely and
predict behavior which helps in building strategies
- The field started through the absence of ra0onal behavior
Marke0ng: “The ac0vity, set of ins0tu0ons and processes for crea0ng, communica0ng,
delivering and exchanging offerings that have value for customers, clients, partners, and
society at large”- American Marke0ng Associa0on
Ecological Footprint of global Consump0on: “We live now. in a full world with an economy
that exceeds Earth’s regenera0ve and absorp0ve capacity by overharves0ng sources such as
fish and forests, and overfilling sinks such as the atmosphere or oceans.”
Earth Overshoot Day for the Netherlands is 5th of May
The three E’s (P’s)
- Environment
- Economy
- Equity
Sustainability Marke0ng: Calls for mee0ng the current needs for consumers and businesses
while preserving or enhancing the ability of future genera0ons to meet their needs. This
involves both natural and social environments
3
, Sustainability Marke0ng_ Lea Binder
Lecture 3: Marketing Contribution to Society
10.02.2025
Marke0ng has aspects that are:
Posi0ve Nega0ve
- Economic prosperity - pushing us to buy things we do not need, is
- Opportuni0es misleading, manipula0ve and ac0ng self-
- Self enhancement interested
- Crea0vity à enforcing a system of overconsump0on
- Power to convince and environmental harm
- Customer orienta0on - Overconsump0on
- Rela0onship building - Unhealthy consump0on
- Unethical?
- Ecological consequences
- Nega0ve social consequences
- Well-being?
à Marke0ng is crucial because it is in the middle of the company and the customers while
influencing both sides, understanding the external environment
Four Marketing Paradoxes – The dark side of marke0ng
(1) Economic growth that is oben associated with marke0ng-driven consump0on is always
good for our society
• We are so used to the “always growing” mindset, that we are forgecng about the
limita0on of resources
• Researchers are asking: Can we create prosperity
without growth? (thoughdul)
• People are always looking for the new and beeer
product, but it is hard to change this behavior
• How to change that: Poli0cs can set incen0ves,
people can reconsider their purchase decisions on
an individual level, Shib from external (material) to
internal valida0on (social)
• Meaningful prosperity: Common Spaces, Theaters,
Public spaces are helping in reducing growth
because people have meaningful interac0on there
• Donut Economy: If growth is always linear, the
Donut proposes a circular way of seeing it (trying to achieve the green level)
4
Table of Contents
LECTURE 1: KICK-OFF ................................................................................................................... 3
LECTURE 3: MARKETING CONTRIBUTION TO SOCIETY .................................................................... 4
FOUR MARKETING PARADOXES................................................................................................................ 4
MOHAN ET AL. (2018): CONSUMERS AVOID BUYING FROM FIRMS WITH HIGHER CEO-TO-WORKER PAY RATIOS ......... 6
LECTURE 4: THE CHANGING ROLE OF BUSINESS ........................................................................... 8
GREENWASHING ................................................................................................................................. 9
SUSTAINABILITY REPORTINGS AND RANKINGS ............................................................................................ 10
PORTER AND KRAMER (2011): CREATING SHARED VALUE: HOW TO REINVENT CAPITALISM—AND UNLEASH A WAVE OF
INNOVATION AND GROWTH .................................................................................................................. 11
LECTURE 5: THE CHANGING ROLE OF BUSINESS || ....................................................................... 13
CAUSE RELATED MARKETING (CRM ....................................................................................................... 14
CORPORATE SOCIAL RESPONSIBILITY (CSR) ............................................................................................. 14
CORPORATE SHARED VALUE (CSV) ........................................................................................................ 15
WEED (2016): FORGET CORPORATE SOCIAL RESPONSIBILITY: DOING GOOD SHOULD BE A CORE PART OF YOUR BUSINESS
..................................................................................................................................................... 15
JUBILEE, DARUN & GLADYS (2023): INVESTIGATING THE IMPACT OF BRAND VS. CAUSE INTERACTION ON CAUSE RELATED
ADVERTISEMENTS .............................................................................................................................. 16
LECTURE 6: BRAND ACTIVISM ..................................................................................................... 17
CHATTERJI & TOFFEL (2018): THE NEW CEO ACTIVIST. ............................................................................... 19
BRAGA ET AL. (2024): THE EFFECTIVENESS OF CORPORATE ACTIVISM: A META-ANALYSIS .................................... 21
ÖZTURAN & GRINSTEIN (2022): IMPACT OF GLOBAL BRAND CHIEF MARKETING OFFICERS’ CORPORATE SOCIAL
RESPONSIBILITY AND SOCIOPOLITICAL ACTIVISM COMMUNICATION ON TWITTER ................................................ 22
SUN, BELLEZZA & PAHARIA (2021): BUY LESS, BUY LUXURY: UNDERSTANDING AND OVERCOMING PRODUCT DURABILITY
NEGLECT FOR SUSTAINABLE CONSUMPTION .............................................................................................. 24
LECTURE 7: BEHAVIORAL SCIENCE AND CLIMATE (IN)ACTION ...................................................... 25
BEHAVIOR-INTENTION GAP ................................................................................................................... 25
WINTERICH ET AL. (2024): HOW LACK OF KNOWLEDGE ON EMISSIONS AND PSYCHOLOGICAL BIASES DETER CONSUMERS
FROM TAKING EFFECTIVE ACTION TO MITIGATE CLIMATE CHANGE ..................................................................... 25
CONSIDERATION OF SUSTAINABILITY ....................................................................................................... 30
WHITE ET AL. (2019): SHIFT MODEL ..................................................................................................... 30
LECTURE 8: PRODUCT DISPOSAL ................................................................................................ 35
TARI & TRUDEL (2024): THE EFFECT OF CIRCULAR TAKE-BACK PROGRAMS ON PSYCHOLOGICAL OWNERSHIP AND
VALUATION ....................................................................................................................................... 35
NADRICKA, MILLET & AYDINLI (2024): ARE CONSUMERS MORE OR LESS AVERSE TO WASTING ORGANIC FOOD?...... 39
PRICE PROMOTIONS & HOUSEHOLD FOOD WASTE .................................................................................... 44
KIM ET AL. (2025): TO DISPOSE OR EAT? THE IMPACT OF PERCEIVED HEALTHINESS ON CONSUMPTION DECISIONS FOR
ABOUT-TO-EXPIRE FOODS ................................................................................................................... 44
LECTURE 9: CHALLENGES FOR BEHAVIORAL INTERVENTIONS ..................................................... 48
BRYAN ET AL. (2021): BEHAVIOURAL SCIENCE IS UNLIKELY TO CHANGE THE WORLD WITHOUT A HETEROGENEITY
REVOLUTION. .................................................................................................................................... 48
1
,Sustainability Marke0ng_ Lea Binder
THE GENERALIZABILITY CRISIS ............................................................................................................... 51
MILLET, K., & WEIJTERS, B. (2023): THE BEHAVIORAL INTERVENTION “POSITIVE CUEING”: ALTERING SELF-PERCEPTION,
INCREASING GREEN AWARENESS, OR UNDERMINING THE SIGNALING VALUE OF COSTLY GREEN BEHAVIOR? ................ 52
MILLET & WEIJTERS (2025): THE VALUE OF MULTIPROXY EXPERIMENTS TO STUDY PRO-ENVIRONMENTAL BEHAVIOR ..... 55
MILLET, KIRILOVA & WEIJTERS (2025): NOT GOING GREEN WHEN SEEN: HOW WATCHING EYES AFFECT PRO-
ENVIRONMENTAL CHOICES ................................................................................................................... 55
LECTURE 10: INDIVIDUAL LEVEL VS. SYSTEM LEVEL CHANGE ...................................................... 57
HAGMANN & LOEWENSTEIN (2019): NUDGING OUT SUPPORT FOR A CARBON TAX. ............................................. 57
CHATER & LOEWENSTEIN (2023): THE I-FRAME AND THE S-FRAME: HOW FOCUSING ON INDIVIDUAL-LEVEL SOLUTIONS
HAS LED BEHAVIORAL PUBLIC POLICY ASTRAY ............................................................................................. 59
POTENTIAL S-FRAME INTERVENTIONS...................................................................................................... 62
MILLET, & WEIJTERS (2025B): CARROTS OR STICKS? HOW PERCEIVED FAIRNESS OF INCENTIVES VS. PENALTIES FOR
SUSTAINABLE CHOICES DEPENDS ON SOCIAL ACCEPTANCE OF THE SPECIFIC CHOICE .......................................... 64
LECTURE 11: DEI INITIATIVES AND BACKFIRE EFFECTS ................................................................. 67
IDENTITY .......................................................................................................................................... 67
KIM ET AL. (2023: CALCULATORS FOR WOMEN: WHEN IDENTITY-BASED APPEALS ALIENATE CONSUMERS ............... 68
CATEGORIZATION THREAT ..................................................................................................................... 70
SELLOUT EFFECT ............................................................................................................................... 71
DU, MILLET, AYDINLI & ARGO (2025): DISRESPECTFUL PROMOTIONS: THE NEGATIVE IMPACT OF PRICE PROMOTIONS
ON PRODUCTS SYMBOLICALLY LINKED TO STIGMATIZED IDENTITIES ................................................................. 73
MINORITY OWNERSHIP AWARENESS EFFECT.............................................................................................. 80
2
,Sustainability Marke0ng_ Lea Binder
Lecture 1: Kick-O/
04.02.2025
Altruism: You pay for something that someone else benefits from
Irra0onality: People don’t always act as they should (against logic) due to emo0ons, biases
and social influences à behavioral science tries to study this
Behavioral Science studies consumer behavior
- How do individuals and groups sa0sfy their needs and wants
- Psychological, social and cultural factures that influence consump0on-related
decisions. This enables marketeers to address consumers’ needs effec0vely and
predict behavior which helps in building strategies
- The field started through the absence of ra0onal behavior
Marke0ng: “The ac0vity, set of ins0tu0ons and processes for crea0ng, communica0ng,
delivering and exchanging offerings that have value for customers, clients, partners, and
society at large”- American Marke0ng Associa0on
Ecological Footprint of global Consump0on: “We live now. in a full world with an economy
that exceeds Earth’s regenera0ve and absorp0ve capacity by overharves0ng sources such as
fish and forests, and overfilling sinks such as the atmosphere or oceans.”
Earth Overshoot Day for the Netherlands is 5th of May
The three E’s (P’s)
- Environment
- Economy
- Equity
Sustainability Marke0ng: Calls for mee0ng the current needs for consumers and businesses
while preserving or enhancing the ability of future genera0ons to meet their needs. This
involves both natural and social environments
3
, Sustainability Marke0ng_ Lea Binder
Lecture 3: Marketing Contribution to Society
10.02.2025
Marke0ng has aspects that are:
Posi0ve Nega0ve
- Economic prosperity - pushing us to buy things we do not need, is
- Opportuni0es misleading, manipula0ve and ac0ng self-
- Self enhancement interested
- Crea0vity à enforcing a system of overconsump0on
- Power to convince and environmental harm
- Customer orienta0on - Overconsump0on
- Rela0onship building - Unhealthy consump0on
- Unethical?
- Ecological consequences
- Nega0ve social consequences
- Well-being?
à Marke0ng is crucial because it is in the middle of the company and the customers while
influencing both sides, understanding the external environment
Four Marketing Paradoxes – The dark side of marke0ng
(1) Economic growth that is oben associated with marke0ng-driven consump0on is always
good for our society
• We are so used to the “always growing” mindset, that we are forgecng about the
limita0on of resources
• Researchers are asking: Can we create prosperity
without growth? (thoughdul)
• People are always looking for the new and beeer
product, but it is hard to change this behavior
• How to change that: Poli0cs can set incen0ves,
people can reconsider their purchase decisions on
an individual level, Shib from external (material) to
internal valida0on (social)
• Meaningful prosperity: Common Spaces, Theaters,
Public spaces are helping in reducing growth
because people have meaningful interac0on there
• Donut Economy: If growth is always linear, the
Donut proposes a circular way of seeing it (trying to achieve the green level)
4
