SOCIALLY RESPONSIBLE MARKETING
2024
TABLE OF CONTENTS
On campus – introduction (class 1) ....................................................................................................................................7
Content .........................................................................................................................................................................7
How can we make marketing more sustainable? ........................................................................................................7
How can we use marketing to promote sustainable behavior?....................................................................................7
Marketing ethics .......................................................................................................................................................7
Sustainability.................................................................................................................................................................8
What is sustainability.................................................................................................................................................8
Sustainability.............................................................................................................................................................8
Regeneration.............................................................................................................................................................9
Sustainability is shared responsibility ....................................................................................................................... 10
Socially responsible marketing ..................................................................................................................................... 10
Relation between sustainability and marketing? ...................................................................................................... 10
Profit vs non-profit .................................................................................................................................................. 11
Profit and non-profit growing towards each other .................................................................................................... 11
Challenging the distinction between profit and non-profit ........................................................................................ 12
Online – marketing and sustainability .............................................................................................................................13
Knowledge clip 1: the connection between sustainability and marketing ....................................................................... 13
Evolution of marketing ............................................................................................................................................ 13
Customer is central in marketing.............................................................................................................................. 13
Need for sustainable marketing ............................................................................................................................... 13
Product and consumer-oriented marketing in function of profit maximization and growth........................................ 14
Impact of transformations on evolution in marketing ............................................................................................... 14
Marketing and sustainablity..................................................................................................................................... 16
Knowledge clip 2: integration of sustainability in marketing strategy ............................................................................ 17
How to make the marketing process more sustainable? ........................................................................................... 17
Integration of sustainability in marketing ................................................................................................................. 18
Regenerative marketing........................................................................................................................................... 18
Article: shaping circular service ecosystems, fehrer et al. (2023) ............................................................................... 19
Integration of sustainability in the marketing strategy and the brand positioning...................................................... 20
Distinction between profit and non-profit ................................................................................................................ 20
Social economy ....................................................................................................................................................... 20
Social enterprises and marketing... .......................................................................................................................... 21
Knowledge clip 3: hinderers of integration of sustainability in marketing....................................................................... 22
Article: drivers and hinderers of (un)sustainable service: a systems view, koskela-houtari et al. (2023) ...................... 22
On campus - class 2 .........................................................................................................................................................27
Consumers’ responsibility for more sustainability.......................................................................................................... 27
Is sustainability important to consumers?..................................................................................................................... 27
Attitude-behavior gap.................................................................................................................................................. 28
What makes it so hard for consumers to make more sustainable choices?..................................................................... 28
Consumption à positive self-concept ...................................................................................................................... 28
Cognitive dissonance: attack of positive self-concept ............................................................................................... 28
Materialism................................................................................................................................................................. 29
Responsibility of marketing in materialism and overconsumption? ........................................................................... 29
1
, Influence of marketing ................................................................................................................................................. 30
Exercise ....................................................................................................................................................................... 31
Sharing economy..................................................................................................................................................... 31
Online – integration of sustainability in the marketing implementationand the customer journey..................................33
Customer journey ........................................................................................................................................................ 33
Ecosystem ............................................................................................................................................................... 33
Employees............................................................................................................................................................... 33
Co-creation and sustainability.................................................................................................................................. 34
Digitalization and sustainability................................................................................................................................ 34
Sustainable product ..................................................................................................................................................... 35
Sustainable price ......................................................................................................................................................... 37
Sustainable distribution ............................................................................................................................................... 38
Promotion ................................................................................................................................................................... 40
Sustainable marketing communication..................................................................................................................... 40
Communication about sustainable efforts and csr .................................................................................................... 40
Report ......................................................................................................................................................................... 41
Internal communication tool.................................................................................................................................... 41
External communication tool ................................................................................................................................... 41
Gri standards........................................................................................................................................................... 41
Sustainability report (sr): transparency or simulacrum? ............................................................................................ 42
Class 3: interactive session on sustainability and promotion ...........................................................................................45
Exercise 1: h&m sustainability report counter accounting analysis ................................................................................ 45
Exercise 2: greenwashing ............................................................................................................................................. 46
Online: social media, labels, csr & marketing ..................................................................................................................47
Social media ................................................................................................................................................................ 47
Labels.......................................................................................................................................................................... 52
Engagement versus guarantee ................................................................................................................................. 52
Benefits of labels ..................................................................................................................................................... 52
Disadvantages of labels ........................................................................................................................................... 52
Help for consumers in understanding labels ............................................................................................................. 53
Smart labels ............................................................................................................................................................ 53
Csr & marketing........................................................................................................................................................... 54
Benefits of csr for consumers (alhouti & d’souza) ..................................................................................................... 54
Csr as an exchange .................................................................................................................................................. 54
Potential of csr to create value ................................................................................................................................ 54
Potential drawbacks of csr communication .............................................................................................................. 58
Conclusion .............................................................................................................................................................. 59
Class 4 – guest lecture by roua al hanouti ........................................................................................................................60
Why studying refugees: humanitarian values in sustainable marketing ......................................................................... 60
Overview................................................................................................................................................................. 60
Refugees as vulnerable, marginalized consumers ..................................................................................................... 60
Refugees struggles with market resources ............................................................................................................... 60
Why studying refugees and similar consumer groups?.............................................................................................. 61
Group assignment ................................................................................................................................................... 62
Online – what is social marketing? (class 5) .....................................................................................................................63
Paper 1 – social marketing: an approach to planned social change ............................................................................... 63
Planned social change: the origin ............................................................................................................................. 63
What is marketing? ................................................................................................................................................. 63
Early phase: social advertising.................................................................................................................................. 63
From social advertising to social marketing .............................................................................................................. 64
2
, The challenge .......................................................................................................................................................... 64
Social marketing: product ........................................................................................................................................ 64
Social marketing: promotion.................................................................................................................................... 65
Social marketing: place ............................................................................................................................................ 65
Social marketing: price ............................................................................................................................................ 65
Challenges............................................................................................................................................................... 65
Paper 2 – social marketing: its definition and domain ................................................................................................... 68
Fast forward to 1994: sharpening up the field .......................................................................................................... 68
Sharpening up the field............................................................................................................................................ 68
Sharper definition.................................................................................................................................................... 68
Analyzing the definition ........................................................................................................................................... 68
Guidelines (best practices) ....................................................................................................................................... 69
Paper 3 – carrots, sticks, and promises: a conceptual framework for the management of public health and social issue
behaviors .................................................................................................................................................................... 71
Social marketing in the societal context ................................................................................................................... 71
Education ................................................................................................................................................................ 71
Law ......................................................................................................................................................................... 71
Vague boundaries.................................................................................................................................................... 71
Relevant concepts ................................................................................................................................................... 72
Free choice.............................................................................................................................................................. 73
Moa framework ...................................................................................................................................................... 73
Characterize your market ........................................................................................................................................ 74
To consider ............................................................................................................................................................. 74
Conclusion .............................................................................................................................................................. 75
Class 5 – interactive session: what is social marketing .....................................................................................................76
Definition .................................................................................................................................................................... 76
Objectives ................................................................................................................................................................... 76
Key components .......................................................................................................................................................... 76
Key components: marketing mix (4ps) .......................................................................................................................... 77
Components of stimulating behaviour change .............................................................................................................. 77
Successful campaigns .................................................................................................................................................. 77
Online – human decision making (class 6) .......................................................................................................................78
Dual system-theory...................................................................................................................................................... 78
Dual system-theory and behavior ............................................................................................................................ 78
Social marketing ...................................................................................................................................................... 79
Background papers ...................................................................................................................................................... 80
Paper 1 – heart and mind in conflict: the interplay of affect and cognition in consumer decision making ........................ 80
Dual-systems theory in action .................................................................................................................................. 80
Paper 2 – the effects of appetitive stimuli on out-of domain consumption impatience ................................................... 82
Introduction ............................................................................................................................................................ 82
Pilot study ............................................................................................................................................................... 82
Overal summary of this section................................................................................................................................ 83
Class 6 – human decision making ....................................................................................................................................84
Summary dual system theory ....................................................................................................................................... 84
Implications of the dual theory..................................................................................................................................... 84
Online – healthy eating (class 7) ......................................................................................................................................87
Paper 1 – bostin value: and intervention to increase fruit and vegetable consumption in a deprived neighborhood of
dudley, uk.................................................................................................................................................................... 87
Case study............................................................................................................................................................... 87
Development .......................................................................................................................................................... 88
3
, Implementation ...................................................................................................................................................... 88
Evaluation ............................................................................................................................................................... 88
Findings .................................................................................................................................................................. 89
Discussion ............................................................................................................................................................... 89
Paper 2 – healthy convenience: nudging students toward healthier choices in the lunchroom ........................................ 90
Turning convenience against unhealthy eating ......................................................................................................... 90
Field study in the school lunch room ........................................................................................................................ 90
Paper 3 – towards a behavioral vaccine: exposure to accessible temptation when self-regulation is endorsed enhances
future resistance to similar temptations in children....................................................................................................... 91
Introduction ............................................................................................................................................................ 91
Proof of concept...................................................................................................................................................... 91
Pre-exposure........................................................................................................................................................... 92
General findings: consumption in phase 2 ................................................................................................................ 92
Present study .......................................................................................................................................................... 92
Fine-tuning the ‘delay of gratification’ paradigm to increase success in phase 1 ........................................................ 92
Study 1.................................................................................................................................................................... 93
Study 2.................................................................................................................................................................... 93
Follow-up studies .................................................................................................................................................... 94
Overall conclusion ................................................................................................................................................... 95
In class – applications: stimulating healthy eating (class 8) ..............................................................................................96
Online – sustainable transportation (class 8) ...................................................................................................................98
Roadmap..................................................................................................................................................................... 98
The explanandum: travel behavior ........................................................................................................................... 98
Problems and challenges ........................................................................................................................................... 100
The (most salient part of the) problem................................................................................................................... 100
Direct emissions are not the only problem ............................................................................................................. 100
The risk of cycling .................................................................................................................................................. 100
Conclusions ........................................................................................................................................................... 101
Explaining and changing travel behavior .................................................................................................................... 102
The importance of understanding behavior............................................................................................................ 102
Different approaches to explaining behavior .......................................................................................................... 102
Cognitive approaches ................................................................................................................................................ 102
One problem: the (attitude-)intention-behavior gap............................................................................................... 103
One contributor: habits ......................................................................................................................................... 103
Benefitting from broken habits - intervention ........................................................................................................ 104
Theory of planned behavior + ................................................................................................................................ 105
Implementation intentions .................................................................................................................................... 105
Conclusions ........................................................................................................................................................... 105
Behavior-analytic approaches .................................................................................................................................... 106
Marketing: communicating consequences ............................................................................................................. 106
Feedback: showing consequences.......................................................................................................................... 106
Incentives: changing consequences........................................................................................................................ 107
Incentives: gamification ......................................................................................................................................... 107
Many more consequences to be changed .............................................................................................................. 108
The social ideology of the motorcar ....................................................................................................................... 108
Removing barriers to cycling .................................................................................................................................. 108
Conclusions ........................................................................................................................................................... 108
Campbell paradigm ............................................................................................................................................... 108
Research at bee ......................................................................................................................................................... 109
The problem.......................................................................................................................................................... 109
The common solution ............................................................................................................................................ 110
The alternative solution ......................................................................................................................................... 110
The-pro environmental behavior task (pebt) .......................................................................................................... 110
Conclusion ................................................................................................................................................................. 111
On campus – excercises on sustainable transportation (class 8) (18/4) .......................................................................... 112
4
2024
TABLE OF CONTENTS
On campus – introduction (class 1) ....................................................................................................................................7
Content .........................................................................................................................................................................7
How can we make marketing more sustainable? ........................................................................................................7
How can we use marketing to promote sustainable behavior?....................................................................................7
Marketing ethics .......................................................................................................................................................7
Sustainability.................................................................................................................................................................8
What is sustainability.................................................................................................................................................8
Sustainability.............................................................................................................................................................8
Regeneration.............................................................................................................................................................9
Sustainability is shared responsibility ....................................................................................................................... 10
Socially responsible marketing ..................................................................................................................................... 10
Relation between sustainability and marketing? ...................................................................................................... 10
Profit vs non-profit .................................................................................................................................................. 11
Profit and non-profit growing towards each other .................................................................................................... 11
Challenging the distinction between profit and non-profit ........................................................................................ 12
Online – marketing and sustainability .............................................................................................................................13
Knowledge clip 1: the connection between sustainability and marketing ....................................................................... 13
Evolution of marketing ............................................................................................................................................ 13
Customer is central in marketing.............................................................................................................................. 13
Need for sustainable marketing ............................................................................................................................... 13
Product and consumer-oriented marketing in function of profit maximization and growth........................................ 14
Impact of transformations on evolution in marketing ............................................................................................... 14
Marketing and sustainablity..................................................................................................................................... 16
Knowledge clip 2: integration of sustainability in marketing strategy ............................................................................ 17
How to make the marketing process more sustainable? ........................................................................................... 17
Integration of sustainability in marketing ................................................................................................................. 18
Regenerative marketing........................................................................................................................................... 18
Article: shaping circular service ecosystems, fehrer et al. (2023) ............................................................................... 19
Integration of sustainability in the marketing strategy and the brand positioning...................................................... 20
Distinction between profit and non-profit ................................................................................................................ 20
Social economy ....................................................................................................................................................... 20
Social enterprises and marketing... .......................................................................................................................... 21
Knowledge clip 3: hinderers of integration of sustainability in marketing....................................................................... 22
Article: drivers and hinderers of (un)sustainable service: a systems view, koskela-houtari et al. (2023) ...................... 22
On campus - class 2 .........................................................................................................................................................27
Consumers’ responsibility for more sustainability.......................................................................................................... 27
Is sustainability important to consumers?..................................................................................................................... 27
Attitude-behavior gap.................................................................................................................................................. 28
What makes it so hard for consumers to make more sustainable choices?..................................................................... 28
Consumption à positive self-concept ...................................................................................................................... 28
Cognitive dissonance: attack of positive self-concept ............................................................................................... 28
Materialism................................................................................................................................................................. 29
Responsibility of marketing in materialism and overconsumption? ........................................................................... 29
1
, Influence of marketing ................................................................................................................................................. 30
Exercise ....................................................................................................................................................................... 31
Sharing economy..................................................................................................................................................... 31
Online – integration of sustainability in the marketing implementationand the customer journey..................................33
Customer journey ........................................................................................................................................................ 33
Ecosystem ............................................................................................................................................................... 33
Employees............................................................................................................................................................... 33
Co-creation and sustainability.................................................................................................................................. 34
Digitalization and sustainability................................................................................................................................ 34
Sustainable product ..................................................................................................................................................... 35
Sustainable price ......................................................................................................................................................... 37
Sustainable distribution ............................................................................................................................................... 38
Promotion ................................................................................................................................................................... 40
Sustainable marketing communication..................................................................................................................... 40
Communication about sustainable efforts and csr .................................................................................................... 40
Report ......................................................................................................................................................................... 41
Internal communication tool.................................................................................................................................... 41
External communication tool ................................................................................................................................... 41
Gri standards........................................................................................................................................................... 41
Sustainability report (sr): transparency or simulacrum? ............................................................................................ 42
Class 3: interactive session on sustainability and promotion ...........................................................................................45
Exercise 1: h&m sustainability report counter accounting analysis ................................................................................ 45
Exercise 2: greenwashing ............................................................................................................................................. 46
Online: social media, labels, csr & marketing ..................................................................................................................47
Social media ................................................................................................................................................................ 47
Labels.......................................................................................................................................................................... 52
Engagement versus guarantee ................................................................................................................................. 52
Benefits of labels ..................................................................................................................................................... 52
Disadvantages of labels ........................................................................................................................................... 52
Help for consumers in understanding labels ............................................................................................................. 53
Smart labels ............................................................................................................................................................ 53
Csr & marketing........................................................................................................................................................... 54
Benefits of csr for consumers (alhouti & d’souza) ..................................................................................................... 54
Csr as an exchange .................................................................................................................................................. 54
Potential of csr to create value ................................................................................................................................ 54
Potential drawbacks of csr communication .............................................................................................................. 58
Conclusion .............................................................................................................................................................. 59
Class 4 – guest lecture by roua al hanouti ........................................................................................................................60
Why studying refugees: humanitarian values in sustainable marketing ......................................................................... 60
Overview................................................................................................................................................................. 60
Refugees as vulnerable, marginalized consumers ..................................................................................................... 60
Refugees struggles with market resources ............................................................................................................... 60
Why studying refugees and similar consumer groups?.............................................................................................. 61
Group assignment ................................................................................................................................................... 62
Online – what is social marketing? (class 5) .....................................................................................................................63
Paper 1 – social marketing: an approach to planned social change ............................................................................... 63
Planned social change: the origin ............................................................................................................................. 63
What is marketing? ................................................................................................................................................. 63
Early phase: social advertising.................................................................................................................................. 63
From social advertising to social marketing .............................................................................................................. 64
2
, The challenge .......................................................................................................................................................... 64
Social marketing: product ........................................................................................................................................ 64
Social marketing: promotion.................................................................................................................................... 65
Social marketing: place ............................................................................................................................................ 65
Social marketing: price ............................................................................................................................................ 65
Challenges............................................................................................................................................................... 65
Paper 2 – social marketing: its definition and domain ................................................................................................... 68
Fast forward to 1994: sharpening up the field .......................................................................................................... 68
Sharpening up the field............................................................................................................................................ 68
Sharper definition.................................................................................................................................................... 68
Analyzing the definition ........................................................................................................................................... 68
Guidelines (best practices) ....................................................................................................................................... 69
Paper 3 – carrots, sticks, and promises: a conceptual framework for the management of public health and social issue
behaviors .................................................................................................................................................................... 71
Social marketing in the societal context ................................................................................................................... 71
Education ................................................................................................................................................................ 71
Law ......................................................................................................................................................................... 71
Vague boundaries.................................................................................................................................................... 71
Relevant concepts ................................................................................................................................................... 72
Free choice.............................................................................................................................................................. 73
Moa framework ...................................................................................................................................................... 73
Characterize your market ........................................................................................................................................ 74
To consider ............................................................................................................................................................. 74
Conclusion .............................................................................................................................................................. 75
Class 5 – interactive session: what is social marketing .....................................................................................................76
Definition .................................................................................................................................................................... 76
Objectives ................................................................................................................................................................... 76
Key components .......................................................................................................................................................... 76
Key components: marketing mix (4ps) .......................................................................................................................... 77
Components of stimulating behaviour change .............................................................................................................. 77
Successful campaigns .................................................................................................................................................. 77
Online – human decision making (class 6) .......................................................................................................................78
Dual system-theory...................................................................................................................................................... 78
Dual system-theory and behavior ............................................................................................................................ 78
Social marketing ...................................................................................................................................................... 79
Background papers ...................................................................................................................................................... 80
Paper 1 – heart and mind in conflict: the interplay of affect and cognition in consumer decision making ........................ 80
Dual-systems theory in action .................................................................................................................................. 80
Paper 2 – the effects of appetitive stimuli on out-of domain consumption impatience ................................................... 82
Introduction ............................................................................................................................................................ 82
Pilot study ............................................................................................................................................................... 82
Overal summary of this section................................................................................................................................ 83
Class 6 – human decision making ....................................................................................................................................84
Summary dual system theory ....................................................................................................................................... 84
Implications of the dual theory..................................................................................................................................... 84
Online – healthy eating (class 7) ......................................................................................................................................87
Paper 1 – bostin value: and intervention to increase fruit and vegetable consumption in a deprived neighborhood of
dudley, uk.................................................................................................................................................................... 87
Case study............................................................................................................................................................... 87
Development .......................................................................................................................................................... 88
3
, Implementation ...................................................................................................................................................... 88
Evaluation ............................................................................................................................................................... 88
Findings .................................................................................................................................................................. 89
Discussion ............................................................................................................................................................... 89
Paper 2 – healthy convenience: nudging students toward healthier choices in the lunchroom ........................................ 90
Turning convenience against unhealthy eating ......................................................................................................... 90
Field study in the school lunch room ........................................................................................................................ 90
Paper 3 – towards a behavioral vaccine: exposure to accessible temptation when self-regulation is endorsed enhances
future resistance to similar temptations in children....................................................................................................... 91
Introduction ............................................................................................................................................................ 91
Proof of concept...................................................................................................................................................... 91
Pre-exposure........................................................................................................................................................... 92
General findings: consumption in phase 2 ................................................................................................................ 92
Present study .......................................................................................................................................................... 92
Fine-tuning the ‘delay of gratification’ paradigm to increase success in phase 1 ........................................................ 92
Study 1.................................................................................................................................................................... 93
Study 2.................................................................................................................................................................... 93
Follow-up studies .................................................................................................................................................... 94
Overall conclusion ................................................................................................................................................... 95
In class – applications: stimulating healthy eating (class 8) ..............................................................................................96
Online – sustainable transportation (class 8) ...................................................................................................................98
Roadmap..................................................................................................................................................................... 98
The explanandum: travel behavior ........................................................................................................................... 98
Problems and challenges ........................................................................................................................................... 100
The (most salient part of the) problem................................................................................................................... 100
Direct emissions are not the only problem ............................................................................................................. 100
The risk of cycling .................................................................................................................................................. 100
Conclusions ........................................................................................................................................................... 101
Explaining and changing travel behavior .................................................................................................................... 102
The importance of understanding behavior............................................................................................................ 102
Different approaches to explaining behavior .......................................................................................................... 102
Cognitive approaches ................................................................................................................................................ 102
One problem: the (attitude-)intention-behavior gap............................................................................................... 103
One contributor: habits ......................................................................................................................................... 103
Benefitting from broken habits - intervention ........................................................................................................ 104
Theory of planned behavior + ................................................................................................................................ 105
Implementation intentions .................................................................................................................................... 105
Conclusions ........................................................................................................................................................... 105
Behavior-analytic approaches .................................................................................................................................... 106
Marketing: communicating consequences ............................................................................................................. 106
Feedback: showing consequences.......................................................................................................................... 106
Incentives: changing consequences........................................................................................................................ 107
Incentives: gamification ......................................................................................................................................... 107
Many more consequences to be changed .............................................................................................................. 108
The social ideology of the motorcar ....................................................................................................................... 108
Removing barriers to cycling .................................................................................................................................. 108
Conclusions ........................................................................................................................................................... 108
Campbell paradigm ............................................................................................................................................... 108
Research at bee ......................................................................................................................................................... 109
The problem.......................................................................................................................................................... 109
The common solution ............................................................................................................................................ 110
The alternative solution ......................................................................................................................................... 110
The-pro environmental behavior task (pebt) .......................................................................................................... 110
Conclusion ................................................................................................................................................................. 111
On campus – excercises on sustainable transportation (class 8) (18/4) .......................................................................... 112
4
