MARKETING AND SUSTAINABILITY

CHAPTER 1 The Relevance of Marketing for a More Sustainable Society
CHAPTER 2 Consumers’ Value Drivers in the Sustainable Perspective
CHAPTER 3 Marketing and Environmental Value
CHAPTER 4 Marketing and Organizational Value
CHAPTER 5 Marketing and Social Value
CHAPTER 6 Sustainable Marketing in Practice
CHAPTER 7  Communicating Sustainability
CHAPTER 8 Fashion industry Rifò: when fashion is sustainable by definition 
CHAPTER 9 Beauty industry Istituto Ganassini Group: the formula for a sustainable beauty
CHAPTER 10 Cultural context MUSE Museum: a sustainable heart for the Italian Alps
CHAPTER 11 Urban planning A marketing approach for the development of sustainable cities - Luca Buccoliero

The current global context is driving individuals toward greater sustainability awareness, profoundly influencing markets and corporate behavior. As consumers become more environmentally conscious, companies must adapt by integrating social and ecological concerns into their strategies. Sustainability marketing emerges as a key approach that combines profitability with responsibility, enabling firms to achieve competitive advantage while promoting long-term well-being. This book begins with an exploration of sustainability within the context of marketing, before turning its attention to the modern consumer and the key value drivers that influence behaviors from a sustainable standpoint. It subsequently analyzes the three well known pillars of sustainability – environmental, organizational, and social – through a marketing perspective centered on value propositions and value creation. The discussion then moves to the traditional marketing drivers, all reinterpreted through the contemporary lens in which sustainability serves as a fundamental strategic driver. Numerous case studies are also employed to illustrate how sustainability principles can be effectively embedded into marketing strategies, processes, and business models. By combining analytical rigor, regulatory awareness, and managerial applicability, this book provides updated interpretative frameworks and actionable strategies for implementing sustainable marketing practices.


Elena Bellio Researcher at Università San Raffaele Roma - Italy and has been working at Bocconi University, Marketing Department, Milan - Italy and Ca’ Foscari University, Venice School of Management, Venice - Italy in the field of Marketing both in academic research, consultancy and teaching activities. Her main interest is the impact of Digital Innovation in Service Marketing with a special focus on Healthcare Marketing and Sustainability Marketing.