The green challenge is the public concern as well as the environment awareness is growing, the consumers have probably been interest in eco-friendly products and services. In the sustainable marketing, the companies need to have the ability to satisfy the requirements and the needs of the environmentally products and their marketing can also promote the company’s sustainable strategy profitability and social responsibility. Belz (2009) states that the sustainability in marketing is the conventional marketing view. This can be explained that the sustainable marketing may be developed and holding the nature of the consumption by generating the social and environment value. In the order word, the aim of sustainability marketing tries to adopt the customer value, social value and environment value. To explore the sustainability in marketing, the report will focus on the basic of sustainability marketing, examining the four as of sustainable consumer behaviour, critically analyse the strategies to boost sustainable consumer behaviours in practice, justifying the sustainable marketing strategy and practise and identifying the principle of effective social marketing.
Sustainability marketing definition
Environment issues become as a part of marketing concept in 1970s and it can be defined as green or sustainability marketing (Emery 2002). Pettie (1995) reported that the term of using environment marketing and green marketing is link together when they relate to environment and social issue. The green marketing is explained as the process of marketing the products and service which are eco-friendly safe. The green marketing is applied due to the concern of environmental consumer safe which means supporting the environmentally solution in two objective consumption and profitability. These objectives are based on the firm’s strategy is to match with requirement, demands and the interests of the