Principles of Marketing, 17/e

Consumer Actions to Promote Sustainable Marketing

Author Comment

Sustainable marketing isn’t something that only businesses and governments do. Through consumerism and environmentalism, consumers themselves can play an important role.

Sustainable marketing calls for more responsible actions by both businesses and consumers. Because some people view businesses as the cause of many economic and social ills, grassroots movements have arisen from time to time to keep businesses in line. Two major movements have been consumerism and environmentalism.

Consumerism

Consumerism is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers. Traditional sellers’ rights include the following: ...