Assignment 1:

Sustainable
Marketing
Logistics Marketing – Dr. Le Song Thanh Quynh
Members List

1 Nguyen Ngoc Lan 2013593

2 Nguyen Phat Tai 2114688

3 Thai Thanh Tien 2010693

4 Do Duc Hoang Anh 2012578

5 Nguyen Van Tam 2014433

6 Tran Huy Quang 2010552

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Table of Contents

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Definitions

Ecosystem - sustainable marketing framework.

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 WHAT DOES SUSTAINABILITY MEAN?

O x f o r d En g l i s h D i c t i o n a r y

The property of being environmentally sustainable; the degree to which a process or

enterprise is able to be maintained or continued while avoiding the long -term depletion of
natural resources.

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 2020 KPMG REPORT ON SUSTAINABILITY

96% G250
80% N100

W ha t doe s i t now m e a n
t o be s us t a i na bl e ?

The G250 refers to the world’s 250 largest companies by revenue as defined
in the Fortune 500 ranking of 2019.
The N100 refers to a worldwide sample of 5,200 companies. It comprises
the top 100 companies by revenue in each of the 52 countries.

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UNDERSTANDING SUSTAINABILITY OR SUSTAINABLE
DEVELOPMENT

Wo r l d C o u n c i l o n E c o n o m i c D e v e l o p m e n t

Sustainability is as

development that meets the needs of

present generations without compromising

the needs of future generations .

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 WHAT DOES SUSTAINABLE MARKETING ENTAIL?

P h i l i p Ko t l e r

The concept of sustainable marketing

holds that an organization should meet the needs
of its present consumers without compromising

the ability of future generations

to fulfill their own needs.”

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Framework

Ecosystem - sustainable marketing framework.

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 GREEN MARKETING

The application of sustainable thinking from production to service to balance the business'
profit needs with environmental protection.

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 SOCIAL MARKETING

Social marketing is marketing that changes people's behavior for the benefit of society to
protect health and the environment.

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 CRITICAL MARKETING

Critical marketing is the analysis of

marketing using a critical theory-based
approach to guide regulation, control,
and drive innovation across markets
with a focus on sustainability.

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ECOSYSTEM - SUSTAINABLE MARKETING FRAMEWORK

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Examples

Sustainable marketing in fashion industry.

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 BACKGROUND - CURRENT FASHION TRENDING

Fast fashion
Slow fashion

The fashion industry is challenged with an enigma of consumption-sustainability.

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BACKGROUND - CURRENT FASHION MARKET

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 SUSTAINABLE MARKETING IN FASHION - PROBLEMS

La c k of
• in the process of making clothing
transparency

Pr i c e - • Hyper-consumption fueled by low prices

s us t a i na bi l i t y
c onf l i c t • Sustainable consumption required higher items’ price

• who did not expressed concerns for the environment had strong brand
trust but no substantial purchase willingness
C u s t om e r s a t t i t ude
• who expressed great concerns had substantial buy intention for green
items, but poor confidence in brands

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SUSTAINABLE MARKETING IN FASHION - SOLUTIONS

Positive image Consumer-oriented approach

Pre-purchase experience Social media

Product itself Public relations

Post-purchase experience Advertising

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 SOLUTION - 3P MARKETING MODEL

Preservation
• Transparency
• Authenticity
• Empowering consumer
• Engaging consumer
Public • Creating positive emotions
• Eliminating guilt
• Buy less - repair/reuse more
• Long lasting quality
Performance
• Fashion relevance

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 CASE STUDY

L e v i ’s ( l o w / m i d d l e - e n d m a r k e t )
• Public: Human rights; Worker Well-being Initiative
• Performance: Use less water; Sustainable cotton; Ethical down feather sourcing
• Preservation: Reduce environmental impact

Reformation (middle/high-end market)

• Public: On job training; Fair wages; Safe conditions
• Performance: Green building infrastructure; Recycle 75% of waste Carbon offsets; Recycled paper
packaging
• Preservation: Reduce environmental impact; Carbon footprint reduction

St e l l a M c C a r t n e y (luxury fashion brand)

• Public: Fair wages; Reasonable hours; Fair treatment; Safe conditions
• Performance: Organic cotton; Traceable viscose; Re-engineered cashmere; Recycled materials;
• Preservation: Reduce environmental impact; Customer engagement

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 REFERENCE

1. Fuxman, L., Mohr, I., Mahmoud, A. B., & Grigoriou, N. (2022). The new 3Ps of Sustainability
Marketing: The case of fashion. Sustainable Production and Consumption, 31, 384–396.
https://doi.org/10.1016/j.spc.2022.03.004
2. Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing
Theory, 11(2), 143–163. https://doi.org/10.1177/1470593111403218
3. What is Sustainable Marketing? Network for Business Sustainability NBS. (2021, February 24). Retrieved
October 23, 2022, from https://nbs.net/what-is-sustainable-marketing/

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Q&A

Thank you for listening.

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