Sürdürülebilirlik ve Pazarlama Alanındaki Çalışmalarda Makro Bakış Açısının Gerekliliğine Yönelik Bir Tartışma

Öz

Amaç: Bu kavramsal çalışma sürdürülebilirlik ve pazarlama alanındaki tartışmalı konuları bütüncül ve eleştirel bir perspektifle değerlendirmeyi amaçlamaktadır. Ayrıca, pazarlama araştırmalarının konuyla ilgili sorumluluğuna ilişkin bir tartışma yürütmek hedeflenmektedir. Tasarım/Metodoloji/Yaklaşım: Sürdürülebilirlik ve pazarlama alanındaki eleştirel çalışmalarda dağınık bir şekilde yer alan tartışmalı konular bütüncül bir bakış açısıyla ve makro yaklaşımla değerlendirilmiştir. Bulgular: İlk olarak konuyla ilgili çalışmalarda baskın olan mikro perspektifin ötesinde makro ve eleştirel perspektifin gerekliliği vurgulanmaktadır. Ayrıca sürdürülebilirlik ve pazarlama alanındaki eleştirel çalışmalarda dağınık bir şekilde yer alan tartışmalı konuları göz önünde bulundurmanın önemli olduğu sonucuna ulaşılmıştır. Buna ek olarak pazarlama araştırmacılarının konuyla ilgili sorumluluğunu gözden geçirmesine yönelik bir değerlendirme yapılmıştır. Özgünlük: Sürdürülebilirlik ve pazarlamanın kesişim noktasında yer alan aktörlerin artan çabalarına karşın sürdürülebilir yaşam koşulları yaratma konusunda bu çabalara denk gelecek bir ilerleme kaydedilememektedir. Bu çelişkinin ortaya çıkmasında, sürdürülebilirlik ve pazarlama alanındaki araştırmaların rolünün sorgulanması önemlidir. Bu sorguya yönelik eleştirel bir tutum benimseyen çalışmalar olsa da bütüncül bir bakış açısına sahip çalışma sayısı sınırlıdır. Bu çalışma bu boşluğa odaklanmaktadır.

Anahtar Kelimeler

• Sürdürülebilirlik
• pazarlama
• makro
• eleştirel
• sorumluluk

A Discussion on the Need for a Macro Perspective to Studies in the Field of Sustainability and Marketing

Abstract

References

1. Akenji, L. (2014). Consumer scapegoatism and limits to green consumerism. Journal of Cleaner Production, 63, 13-23.
2. Alvesson, M. (1994). Critical theory and consumer marketing. Scandinavian Journal of Management, 10(3), 291-313.
3. Assadourian, E. (2010). Transforming cultures: From consumerism to sustainability. Journal of Macromarketing, 30(2), 186-191.
4. Bartels, R. (1983). Is marketing defaulting its responsibilities?. Journal of Marketing, 47(4), 32-35.
5. Belz, F. M. (2006). Marketing in the 21st Century. Business Strategy and the Environment, 15(3), 139-144. Birleşmiş Milletler Türkiye (2023). Türkiye sürdürülebilir kalkınma amaçları çalışmalarımız, https://turkiye.un.org/tr/sdgs, (Erişim tarihi: 21.09.2023)
6. Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958–2008: A basis for future research opportunities. Journal of the Academy of Marketing Science, 39, 55-70.
7. Connolly, J., & Prothero, A. (2003). Sustainable consumption: consumption, consumers and the commodity discourse. Consumption, Markets and Culture, 6(4), 275-291.
8. Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O. C., & Pinney, C. C. (2011). Market-oriented sustainability: a conceptual framework and propositions. Journal of the Academy of Marketing Science, 39, 71-85.

9. Çevre ve Şehircilik Bakanlığı (2021). Plastik poşet kullanımı yüzde 75 oranında azaldı, https://www.csb.gov.tr/plastik-poset-kullanimi-yuzde-75-oraninda-azaldi-bakanlik-faaliyetleri-31995, (Erişim tarihi: 21.09.2023)
10. Davies, I., Oates, C. J., Tynan, C., Carrigan, M., Casey, K., Heath, T., ... & Wells, V. (2020). Seeking sustainable futures in marketing and consumer research. European Journal of Marketing, 54(11), 2911-2939.
11. De Vries, G., Terwel, B. W., Ellemers, N., & Daamen, D. D. (2015). Sustainability or profitability? How communicated motives for environmental policy affect public perceptions of corporate greenwashing. Corporate Social Responsibility and Environmental Management, 22(3), 142-154.
12. Deloitte (2022). How consumers are embracing sustainability, https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html, (Erişim tarihi: 24.05.2023)
13. Dholakia, N. (2012). Being critical in marketing studies: the imperative of macro perspectives. Journal of Macromarketing, 32(2), 220-225.
14. Dolan, P. (2002). The sustainability of “sustainable consumption”. Journal of Macromarketing, 22(2), 170-181.
15. ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 275, 122556.
16. Engelbrecht, C. (2022), Coke Is a Sponsor of the Climate Summit in Egypt. Some Activists Aren’t Happy, The New York Times, https://www.nytimes.com/2022/11/07/climate/coca-cola-sponsor-cop27-climate-egypt.html, (Erişim tarihi: 26.05.2023)
17. Evans, D., Welch, D., & Swaffield, J. (2017). Constructing and mobilizing ‘the consumer’: Responsibility, consumption and the politics of sustainability. Environment and Planning A, 49(6), 1396-1412.
18. Fischer, D., Reinermann, J. L., Mandujano, G. G., DesRoches, C. T., Diddi, S., & Vergragt, P. J. (2021). Sustainable consumption communication: A review of an emerging field of research. Journal of Cleaner Production, 300, 126880.
19. Fisk, G. (1973). Criteria for a theory of responsible consumption. Journal of Marketing, 37(2), 24-31.
20. Frank, P., & Brock, C. (2018). Bridging the intention–behavior gap among organic grocery customers: The crucial role of point‐of‐sale information. Psychology & Marketing, 35(8), 586-602.
21. Geels, F. W., McMeekin, A., Mylan, J., & Southerton, D. (2015). A critical appraisal of Sustainable Consumption and Production research: The reformist, revolutionary and reconfiguration positions. Global Environmental Change, 34, 1-12.
22. Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163.
23. Gross, N., & Laamanen, M. (2021). ‘Hey, you there! Marketing!’On ideology and (mis) interpellation of the marketing educator as subject. Journal of Marketing Management, 38(3-4), 309-332.
24. Hackley, C. (2009). Parallel universes and disciplinary space: the bifurcation of managerialism and social science in marketing studies. Journal of Marketing Management, 25(7-8), 643-659.
25. Hasan, S., Wooliscroft, B., & Ganglmair-Wooliscroft, A. (2023). Drivers of Ethical Consumption: Insights from a Developing Country. Journal of Macromarketing, 43(2), 175-189.
26. Hollensbe, E., Wookey, C., Hickey, L., George, G., & Nichols, C. V. (2014). Organizations with purpose. Academy of Management Journal, 57(5), 1227-1234.
27. Huang, M. H., & Rust, R. T. (2011). Sustainability and consumption. Journal of the Academy of Marketing Science, 39, 40-54.
28. Hult, G. T. M. (2011). Market-focused sustainability: market orientation plus!. Journal of the Academy of Marketing Science, 39, 1-6.
29. Hunt, S. D. (2011). Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach. Journal of the Academy of Marketing Science, 39, 7-20.
30. Jaiswal, A. K., & Gupta, S. (2015). The influence of marketing on consumption behavior at the bottom of the pyramid. Journal of Consumer Marketing, 32(2), 113-124.
31. Jones, P., Clarke‐Hill, C., Comfort, D., & Hillier, D. (2008). Marketing and sustainability. Marketing Intelligence & Planning, 26(2), 123-130.
32. Jung, Y. J., & Kim, Y. (2023). Research trends of sustainability and marketing research, 2010–2020: Topic modeling analysis. Heliyon, 9(3).
33. Kang, G. D., & James, J. (2007). Revisiting the concept of a societal orientation: conceptualization and delineation. Journal of Business Ethics, 73(3), 301-318.
34. Karlsson, R. (2012). Individual guilt or collective progressive action? Challenging the strategic potential of environmental citizenship theory. Environmental Values, 21(4), 459-474.
35. Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing?. Journal of Marketing Management, 35(3-4), 277-309.
36. Kilbourne, W. E. (2010). Facing the challenge of sustainability in a changing world: An introduction to the special issue. Journal of Macromarketing, 30(2), 109-111.
37. Kilbourne, W. E., & Beckmann, S. C. (1998). Review and critical assessment of research on marketing and the environment. Journal of Marketing Management, 14(6), 513-532.
38. Kilbourne, W. E., & Carlson, L. (2008). The dominant social paradigm, consumption, and environmental attitudes: can macromarketing education help?. Journal of Macromarketing, 28(2), 106-121.
39. Klein, T. A., & Laczniak, G. R. (2021). Laudato si’–a macromarketing manifesto for a just and sustainable environment. Journal of Macromarketing, 41(1), 75-87.
40. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
41. Kumar, V., Rahman, Z., & Kazmi, A. A. (2013). Sustainability marketing strategy: An analysis of recent literature. Global Business Review, 14(4), 601-625.
42. Kunchamboo, V., Little, V. J., & Cheah, S. K. A. (2022). Common Cause, coopetition or competition? Resource contestation in food waste recovery networks. Journal of Macromarketing, 43(2), 255-273.
43. Laczniak, G., & Shultz, C. (2021). Toward a doctrine of socially responsible marketing (SRM): A macro and normative-ethical perspective. Journal of Macromarketing, 41(2), 201-231.
44. Lim, W. M. (2016). A blueprint for sustainability marketing: Defining its conceptual boundaries for progress. Marketing Theory, 16(2), 232-249.
45. Little, V. J., Ho, H. H. P., & Eti-Tofinga, B. (2023). Not WEIRD at all! Towards more pluralistic economies and sustainable livelihoods. Journal of Macromarketing, 43(2), 190-214.
46. Lubowiecki-Vikuk, A., Dabrowska, A., & Machnik, A. (2021). Responsible consumer and lifestyle: Sustainability insights. Sustainable Production and Consumption, 25, 91-101.
47. Lunde, M. B. (2018). Sustainability in marketing: A systematic review unifying 20 years of theoretical and substantive contributions (1997–2016). AMS Review, 8(3-4), 85-110.
48. Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3-41.
49. Maniates, M. (2014). Sustainable consumption–Three paradoxes. GAIA-Ecological Perspectives for Science and Society, 23(3), 201-208.
50. McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11-12), 1186-1219.
51. Milbrath, L. (1984), Environmentalists: Vanguard for a New Society, State University of New York, New York Press, Albany, NY.
52. Mick, D. G. (2007). The end (s) of marketing and the neglect of moral responsibility by the American Marketing Association. Journal of Public Policy & Marketing, 26(2), 289-292.
53. Mittelstaedt, J. D., Shultz, C. J., Kilbourne, W. E., & Peterson, M. (2014). Sustainability as megatrend: Two schools of macromarketing thought. Journal of Macromarketing, 34(3), 253-264.
54. Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting, 23(3), 347-364.
55. Nemes, N., Scanlan, S. J., Smith, P., Smith, T., Aronczyk, M., Hill, S., ... & Stabinsky, D. (2022). An integrated framework to assess greenwashing. Sustainability, 14(8), 4431.
56. Nenonen, S. (2022). Resurrecting marketing: Focus on the phenomena!. AMS Review, 1-3.
57. Oslo Symposium (1994). https://enb.iisd.org/consume/oslo004.html#top, (Erişim tarihi: 29.04.2023)
58. Park, H. J., & Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623-628.
59. Peattie, K. (2001). Towards sustainability: The third age of green marketing. The Marketing Review, 2(2), 129-146.
60. Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy?. Qualitative Market Research: An International Journal, 8(4), 357-370.
61. Peattie, K., & Peattie, S. (2009). Social marketing: A pathway to consumption reduction?. Journal of Business Research, 62(2), 260-268.
62. Peattie, K., & Belz, F. M. (2010). Sustainability marketing—An innovative conception of marketing. Marketing Review St. Gallen, 27(5), 8-15.
63. Pedersen, S., Zhang, T., Zhou, Y., Aschemann-Witzel, J., & Thøgersen, J. (2023). Consumer attitudes towards imported organic food in China and Germany: the key importance of trust. Journal of Macromarketing, 43(2), 233-254.
64. Pereira Heath, M. T., & Chatzidakis, A. (2012). ‘Blame it on marketing’: consumers' views on unsustainable consumption. International Journal of Consumer Studies, 36(6), 656-667.
65. Prothero, A., McDonagh, P., & Dobscha, S. (2010). Is green the new black? Reflections on a green commodity discourse. Journal of Macromarketing, 30(2), 147-159.
66. Prothero, A., & McDonagh, P. (2021). Ambiguity of purpose and the politics of failure: Sustainability as macromarketing’s compelling political calling. Journal of Macromarketing, 41(1), 166-171.
67. Schaefer, A., & Crane, A. (2005). Addressing sustainability and consumption. Journal of Macromarketing, 25(1), 76-92.
68. Seyfang, G. (2004). Consuming values and contested cultures: a critical analysis of the UK strategy for sustainable consumption and production. Review of Social Economy, 62(3), 323-338.
69. Sharma, G., & Jaiswal, A. K. (2018). Unsustainability of sustainability: Cognitive frames and tensions in bottom of the pyramid projects. Journal of Business Ethics, 148, 291-307.
70. Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39, 21-39.
71. Sheth, J. N., & Parvatiyar, A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal of Macromarketing, 41(1), 150-165.
72. Simmonds, H. (2018). Emancipatory marketing and the emancipation of marketing research: a critical realist perspective. Journal of Critical Realism, 17(5), 466-491.
73. Tateishi, E. (2018). Craving gains and claiming “green” by cutting greens? An exploratory analysis of greenfield housing developments in Iskandar Malaysia. Journal of Urban Affairs, 40(3), 370-393.
74. Thomas, N. J. (2018). Sustainability marketing. The need for a realistic whole systems approach. Journal of Marketing Management, 34(17-18), 1530-1556.
75. Torelli, R. (2021). Sustainability, responsibility and ethics: Different concepts for a single path. Social Responsibility Journal, 17(5), 719-739.
76. Van Dam, Y. K., & Apeldoorn, P. A. (1996). Sustainable marketing. Journal of Macromarketing, 16(2), 45-56. Varadarajan, R. (2014). Toward sustainability: Public policy, global social innovations for base-of-the-pyramid markets, and demarketing for a better world. Journal of International Marketing, 22(2), 1-20.
77. Varey, R. J. (2010). Marketing means and ends for a sustainable society: A welfare agenda for transformative change. Journal of Macromarketing, 30(2), 112-126.
78. Viswanathan, M., Jung, K., Venugopal, S., Minefee, I., & Jung, I. W. (2014). Subsistence and sustainability: From micro-level behavioral insights to macro-level implications on consumption, conservation, and the environment. Journal of Macromarketing, 34(1), 8-27.
79. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22-49.
80. Wilson, M. C. (2013). A critical review of environmental sustainability reporting in the consumer goods industry: Greenwashing or good business. J. Mgmt. & Sustainability, 3, 1.
81. Wooliscroft, B., & Ko, E. (2023). WEIRD is not Enough: Sustainability Insights from Non-WEIRD Countries. Journal of Macromarketing, 02761467231169880.
82. Yakut, E. (2021). A VBN theory view on pro-environmental behavior and life satisfaction: Turkey’s recent legislation on plastic carry bags. Current Psychology, 40(4), 1567-1579.
83. Yamoah, F. A., & Acquaye, A. (2019). Unravelling the attitude-behaviour gap paradox for sustainable food consumption: Insight from the UK apple market. Journal of Cleaner Production, 217, 172-184.
84. Zif, J. (1980). A managerial approach to macromarketing. Journal of Marketing, 44(1), 36-45.