Marketing & Sustainability

Discipline: EAD5999-1

Concentration area: 12139

Number of Credits: 4

Course load:

(Per week)
(Per week)
(Per week)
The main goal of this course is to present and discuss with students some academic studies with a strong potential of impact in organizations, related to sustainability and ethics in the marketing field. It should be noted that studies using different methods will be analyzed, whose analysis and discussion is also part of the discipline.

Since de 1960´s Corporate Social Responsibility (CSR) and Sustainability studies have been gaining importance. This has a direct impact on management decisions, as more companies are concerned about environmental, social, health and safety issues in their business. From the marketing perspective, concerns on overconsumption, consumers changing their behavior and many organizations discussing the role of marketing in our society have lead companies to rethink their activities. In this course we will discuss relevant themes on sustainability, considering marketing issues.

Barriers to sustainable consumption
The Sustainability Liability
Sustainable consumption in Brazil
Sustainability scales
Sustainability labels
Eco design
Circular Economy
Sharing economy
Sustainability 3.0
Social responsibility in marketing
TCR – Transformative Consumer Research

Avaliation methods:
Class participation: 20%
Individual presentations: 30%
Final work: 50%


Abbott, A.; Nandeibam, S.; O'Shea, L. (2011). Explaining the variation in household recycling rates across the UK. Ecological Economics, 70, 2214-2223.
Dalmarco, D.A.S.; Hamza, K.M.; Aoqui, C. (2015). The Implementation of Product Development Strategies Focused on Sustainability: From Brazil—The Case of Natura Sou Cosmetics Brand. Environmental Quality Management, Spring.
Davis, B.; Ozanne, J.L.; Hill, R.P. (2016). The Transformative Consumer Research Movement. Journal of Public Policy & Marketing ,35 (2), 159-169.
Dyllick, T.; Rost, Z. (2017). Towards true product sustainability. Journal of Cleaner Production, 262, 346-360.
Elkington, J. (1999). Triple bottom-line reporting: looking for balance. Australian CPA, 69(2).
Gleim, M. R.; Smith, J. S.; Andrews, D.; Cronin Jr, J. J. (2013). Against the Green: A Multi-method Examination of the Barriers to Green Consumption. Journal of Retailing, 89(1).
Haws, K.L.; Winterich, K.P.; Naylor, R.W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24 (3) 336-354.
Jansen, D.; Langen, N. (2017). The bunch of sustainability labels: do consumers differentiate? Journal of Cleaner Production, 143, 1233-1245.
Luchs, M. G.; Naylor, R. W.; Irwin, J. R.; Raghunathan, R. (2010). The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference. Journal of Marketing, 74.
Martin, C.J. (2016). The sharing economy: A pathway to sustainability or a nightmarish form of neoliberal capitalism? Ecological Economics, 121, 149-159.
Ngobo, P. V. (2011). What Drives Household Choice of Organic Products in Grocery Stores? Journal of Retailing, 87(1).
Prothero,A.; Dobsha, S.; Freund, J.; Kilbourne, W. E.; Luchs, M. G.; Ozanne, L. K.; Thøgersen, J. (2011). Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy & Marketing, 30(1).
Thøgersen, J., Haugaard, P., & Olesen, A. (2010). Consumer responses to ecolabels. European Journal of Marketing, 44(11/12), 1787-1810.
United Nations Environmental Program (UNEP). (2015). Eco-labelling. Retrieved from http://www.unep.org/resourceefficiency/Default.aspx?tabid=101342.
U. S. Environmental Protection Agency. (1998). Environmental Labeling – Issues, Policies and Practices Worldwide. Washington: EPA. Retrieved from http://www2.epa.gov/sites/production/files/2015-09/documents/wwlabel3.pdf.
Young, W.; Hwang, K.; McDonald, S.; Oates, C. J. (2010). Sustainable consumption: green consumer behavior when purchasing products. Sustainable Development, 18(1).