Many people see a weak association between marketing and sustainable development and even consider them as two incompatible fields. However, marketing benefits from an extremely powerful position to encourage transformations at the production level and to guide consumers towards responsible behaviors. From its inception, marketing has been positioned as a support for the relationship between the company and its customers, with the quest for well-being set in the very foundations of the discipline. In a context that is marked by crises and much skepticism, marketing today should, more than ever, prove that it acts in good faith. This book offers practitioners, public authorities, professors and students illustrations that demonstrate that the dissemination of sustainable practices is indeed a marketing issue. It argues that it is particularly important not only to overcome the divide between the concepts of marketing and sustainability, but also to use marketing tools and frameworks to support sustainable development and strengthen the green market.

Table of Contents:
Contents Foreword . John THØGERSEN Acknowledgments . Sihem DEKHILI Introduction . Sihem DEKHILI Chapter 1 Opposing the Market Through Responsible Consumption to Transform It 1 Abdelmajid AMINE and Mouna BENHALLAM 1.1 Introduction 1 1.2 Corporate adjustment strategies in response to the contestation of market logic 2 1.2.1 From an adaptive perspective of uprising recovery by the companies… 2 1.2.2 …to a transformative market logic under pressure from protest movements 4 1.3. Ideological and institutional categories of expressions of contestation 7 1.3.1 Towards a redesign of the dominant ideology of the market system 7 xiii xvii xix 1.3.2 Towards reestablishing a relationship of trust with the consumer 8 1.4 Pragmatic and operational categories of of market contestation 9 1.4.1 Towards a sustainable reconsideration of product offerings 9 1.4.2 Towards a necessary reconfiguration of supply and distribution channels 11 1.5 Conclusion and implications 13 1.6 References 15 Chapter 2 Luxury and Sustainable Development: Companies and the Challenge of Overcoming Consumer Reluctance 19 Mohamed Akli ACHABOU and Sihem DEKHILI 2.1 Introduction 19 2.2 The commitment of the luxury sector to sustainability: an unavoidable but risky strategic choice! 20 2.2.1 From luxury that wastes natural resources to “sustainable luxury” 21 2.2.2 Luxury companies and the challenge of sustainability 23 2.3 The perceived contradiction between luxury and sustainable development: origins and solutions 27 2.3.1 The sources of consumer reluctance towards sustainable luxury offers 27 2.3.2 What solutions are there for better integrating sustainable development into luxury? 30 2.4 Conclusion 32 2.5 References 34 Chapter 3 The Fight Against Food Waste: Approaches and Limits to Consumer-based Actions 37 Guillaume LE BORGNE, Margot DYEN, Géraldine CHABOUD and Maxime SEBBANE 3.1 Introduction 37 3.2 Food chains under tension, food losing value 38 3.2.1 Food chains: the interactions and tensions of actors 39 3.2.2 Giving value back to food? 41 3.3 Consumer responsibility 42 3.3.1 Food standardization: An injunction to downgrade products? The case of fruit and vegetables 43 3.3.2 Combating waste at the consumer level, individualism and accelerated lifestyles: What are the contradictions? 44 3.4 Reducing food waste in mass catering 45 3.4.1 Separate, weigh, and inform: A winning strategy? 46 3.4.2 Towards a collective awareness of sectoral restrictions and the degree of consumer autonomy 47 3.5 Conclusion 50 3.6 References 52 Chapter 4 Food Waste in Family Settings: What are the Challenges, Practices and Potential Solutions? 55 Amélie CLAUZEL, Nathalie GUICHARD and Caroline RICHÉ 4.1 Introduction 55 4.2 The actors in family food waste: everyone is involved! 57 4.2.1. One family, one way of wasting: many families, many ways? .. 57 4.2.2 Role and perception of the main members of the family on food waste 61 4.3 Multifaceted wastage during family consumption at home 65 4.3.1 Managing shopping: a chronicle of foretold waste 66 4.3.2 Sorting and storing groceries 69 4.3.3 During meals: What about waste at the table? 71 4.3.4 Proposed anti-waste solutions for each stage of consumption 73 4.4 Conclusion: What about the future? 75 4.5 References 77 Chapter 5 The Packaging-free Product Market: A Renewal of Practices 79 Maud DANIEL-CHEVER, Élisa MONNOT, Fanny RENIOU and Lucie SIRIEIX 5.1 Introduction 79 5.2 The characteristics of packaging-free consumption 81 5.2.1 Where does the enthusiasm for packaging-free products come from? 81 5.2.2 Consuming packaging-free products 83 5.2.3. Motivations for and obstacles to packaging-free consumption 84 5.3 Offerings on the packaging-free product market 88 5.3.1 Positioning strategies of packaging-free product suppliers 88 5.3.2 The offering proposed and the range of products 92 5.3.3 The “logistics, distribution and merchandising” triptych for packaging-free products 94 5.3.4. Information support for consumers of packaging-free products .. 96 5.3.5 Revisiting the role of the seller 98 5.4 Conclusion 100 5.5 References 100 Chapter 6. The Conditions for Effective Social Communication .. 103 Agnès FRANÇOIS-LECOMPTE and Sylvie FOUTREL 6.1 Introduction 103 6.2 Social communication: a shifting reality 105 6.2.1 To say or not to say? 105 6.2.2 A triptych to be adapted to different situations 107 6.3 How can the credibility of communications be ensured? 108 6.3.1 Communicating using proof 109 6.3.2 Seeking out external guarantees 110 6.3.3 Getting others to talk about you 111 6.3.4 A long-term commitment 112 6.4 How can CSR provide added value to customers? 112 6.4.1 Choosing the adequate themes of communication 112 6.4.2 Translating social engagement into customer benefit 113 6.4.3 Choosing the right tone for communications 115 6.5 Conclusion 118 6.6 References 119 Chapter 7 The Effectiveness of “Provocation” in Environmental Advertising: Beware of “Greenbashing” 121 Sihem DEKHILI and Samer ELHAJJAR 7.1 Introduction 121 7.2 Greenbashing: clarification of a new concept 123 7.2.1 Advertising and contestation 123 7.2.2 Environmental advertising: from greenwashing to provocation 124 7.2.3 Greenbashing: what are the specificities of environmental advertising? 126 7.3 The effects of provocation on the effectiveness of environmental advertising 128 7.3.1 The empirical study: an experiment with consumers 128 7.3.2 Effect of provocation on the effectiveness of environmental advertising: mixed results 130 7.4 Conclusion 132 7.5 References 134 Chapter 8 How Can We Communicate Effectively About Climate Change? 137 Philippe ODOU, Marie SCHILL and Manu NAVARRO 8.1 Introduction 137 8.2 A gap between awareness and behavior 139 8.2.1 Awareness of the threat posed by climate change 139 8.2.2 Psychological obstacles to changing our modes of consumption 140 8.3 How can we communicate about climate change? 142 8.3.1 What kind of communication should be encouraged? 142 8.3.2 Which emotions should be focused on in the fight against climate change? 143 8.4 Mental representations of climate change among children 147 8.4.1 Engagement and representations of children relating to climate change 148 8.4.2 How can we talk to children about climate change? 149 8.5 Conclusion 153 8.6 References 154 Chapter 9 Environmental Regulations and Awareness-raising Campaigns: Promoting Behavioral Change through Government Interventions 157 Leila ELGAAIED-GAMBIER and Laurent BERTRANDIAS 9.1 Introduction 157 9.2 Overview of the environmental intervention tools of public authorities 159 9.2.1. Coercive environmental measures: the most radical approach .. 159 9.2.2 Ecotaxes and financial incentives: taxation as a dissuasion or an incentive 160 9.2.3 Environmental information, awareness-raising campaigns and persuasion: the crucial role of education 161 9.2.4 Green nudges: using behavioral science to serve environmental public policies 162 9.2.5 Towards an optimal regulatory mix 163 9.3 Improving the effectiveness of pro-environmental public policies: the contribution of marketing 167 9.3.1 Adopting a megamarketing approach to increase the chances of success of pro-environmental measures 167 9.3.2 Identifying competing legitimacies and mapping power structures 168 9.3.3 Understanding the cognitive patterns of individuals 169 9.3.4. Segmenting the “market” to optimize legitimization strategies .. 171 9.3.5 Establishing legitimization strategies: the crucial role of communication and education 172 9.4 Conclusion 174 9.5 References 176 Chapter 10 The Repairability of Household Appliances: A Selling Point for Utilitarian Products 179 Mickaël DUPRÉ, Patrick GABRIEL and Gaëlle BOULBRY 10.1 Introduction 179 10.2 Repairability: a complex concept 180 10.2.1 Beneficial political incentives 180 10.2.2 Environmental labeling: effects that are difficult to grasp 183 10.2.3 A limited selling point 184 10.3 The effects of a “repairability” label on purchasing behaviors: mixed results 187 10.3.1 The study: an experiment using fictitious e-commerce sites 187 10.3.2 Understanding labelR: a positive valence 188 10.3.3 The effects of the labelR on purchasing decisions: utilitarianism as a moderator 189 10.4 Conclusion 190 10.5 References 193 Chapter 11 The Role of the Fairtrade Label in the Spread of Sustainable Production and Responsible Consumption in West Africa: The Case of Côte d’Ivoire 195 Mantiaba COULIBALY-BALLET 11.1 Introduction 195 11.2 The Fairtrade label: towards sustainable production and responsible consumption 197 11.2.1 The position of the Fairtrade label: the quest for sustainable production 197 11.2.2 Fairtrade and responsible consumption: a label in search of legitimacy among consumers 203 11.3 The application of the Fairtrade label by producer organizations in Côte d’Ivoire: challenges and implications 207 11.3.1 Case study 207 11.3.2 Accompanying actions for producers: a source of sustainability and responsible consumption 208 11.4 Conclusion 213 11.5 References 213 Chapter 12 Mobile Apps and Environmentally Friendly Consumption: Typology, Mechanisms and Limitations 217 Adeline OCHS and Julien SCHMITT 12.1 Introduction 217 12.2 A typology of environmentally friendly mobile apps 218 12.2.1 Environmentally friendly consumption and mobile apps 218 12.2.2 The different stages of the purchase decision-making process of environmentally friendly products 221 12.3 The influence of mobile apps on behavior 228 12.3.1 The cognitive influence of mobile apps 228 12.3.2 The social influence of mobile apps 229 12.3.3 The emotional influence of mobile apps 230 12.4 What are the implications for the different actors in environmentally friendly consumption? 232 12.4.1 At the brand level: (re)learning how to communicate 232 12.4.2 Much needed regulation 234 12.4.3 Taking into account the potential negative effects of mobile apps 234 12.5 Conclusion 235 12.6 References 236 Chapter 13 Digitalization in the Service of Socially Responsible Consumption? Focus on Food Consumption 239 Christine GONZALEZ, Béatrice SIADOU-MARTIN and Jean-Marc FERRANDI 13.1 Introduction 239 13.2 The paradoxes of digitalization and sustainable food 241 13.2.1 What compatibility is there between digitalization and sustainable food? 241 13.2.2 A critical look at consumer responsibilization 244 13.2.3 The environmental impact of digitalization 246 13.3 Digital technology: a powerful tool 248 13.3.1 Successfully bringing about more responsible behaviors 248 13.3.2 A typology of digital tools according to their objectives 251 13.4 Conclusion 256 13.5 References 258 Chapter 14. Augmented Products: The Contribution of Industry 4.0 to Sustainable Consumption 261 Myriam ERTZ, Shouheng SUN, Émilie BOILY, Gautier Georges Yao QUENUM, Kubiat PATRICK, Yassine LAGHRIB, Damien HALLEGATTE, Julien BOUSQUET and Imen LATROUS 14.1 Introduction 261 14.2 Infrastructures and processes 265 14.2.1 Additive manufacturing and shifts in production paradigms 265 14.2.2 The Internet of Things in favor of the automated and remote management of products 269 14.3 Analytical capabilities 272 14.3.1 Big Data: a 360-degree knowledge of the product 272 14.3.2 Artificial intelligence and support for decision-making in managing the life cycle of products 276 14.4 Conclusion 277 14.5 References 282 Conclusion 285 Sihem DEKHILI List of Authors 291 Index 295 Foreword John THØGERSEN Department of Management, Aarhus University, Denmark Since the Industrial Revolution, humanity has been extremely successful in combating diseases, producing a sufficient supply of food and other necessities and adapting its environments to its needs. However, this success has a downside. The boom in human production and consumption has led to planetary boundaries for safe operating spaces being crossed in a range of areas, including climate change, biosphere integrity, biogeochemical flows and land-system change. Humanity is now so plentiful and powerful that our activities impact basic planetary functions. This development is so radical that scientists speak about a new geological epoch: the Anthropocene. Therefore, humans, for their own sake, must become stewards of the planet and get us back into a safe operating space, while maintaining acceptable ways of life, as expressed, for example, in the UN’s Sustainable Development Goals. This is a major task and it is the government’s responsibility to organize and regulate it. However, governments will not be able to prevail without the support and active engagement of companies and the civil society as both consumers and citizens. Engaged citizens are a valuable source of knowledge and ideas for new norms and regulations that are adapted to the national and local context. An informed citizenry is also a prerequisite for achieving the necessary acceptance and support for new regulations. In addition, changes in consumer behavior are a prerequisite for many transformations, including the move from fossil to renewable energy, from a linear to a circular economy, and to a more plant-based diet in industrialized countries. Marketing for Sustainable Development, coordinated by Sihem DEKHILI. © ISTE Ltd 2021. The scientific understanding of global challenges and technical solutions has increased tremendously in recent decades, but knowledge and understanding of “the demand side” is lagging behind. We need more knowledge and understanding of citizen-consumers’ concerns, limitations, goals and wants with regards to new and sustainable products, services and wider solutions, as part of a wide range of sustainability transformations. We also need more knowledge of how to gain the acceptance, support and engagement of the public, as citizens and consumers with diverse values, needs, wants, resources and contexts. For example, in developed countries, private households are responsible for about a third of wasted food and about two thirds of plastic waste. Packaging waste, most of which is discarded by households, creates significant problems in nature. Therefore, consumers need to be actively engaged in closing the loops for materials that pass through private households in huge volumes for the radical and urgently-needed transformation from a linear to a circular economic model to succeed. Marketing, as a discipline and practice, has accumulated experiences and insights and developed effective tools to strengthen consumer acceptance of recycled products or products made using recycled materials, and to increase the amount and quality of waste materials that are reused or recycled from households. This book coordinated by Sihem Dekhili is a welcome contribution to advancing our knowledge and understanding of the role of the demand side for sustainable development and especially about how to mobilize the tools, techniques and insights of marketing for sustainable development. It offers a range of fresh perspectives on sustainability transformations in the modern digital era, drawing on the creativity and skills of a broad group of researchers. Like marketing in general, its main focus is on individuals as consumers and on creating value for all parties in an exchange as a means to achieve organizational and societal goals. This customer-centric perspective of marketing may be the most important contribution to speeding up sustainability transformations. However, marketing is not limited to commercial exchanges and viewing people as individual consumers. Marketing has proven to be an effective means for attaining massive changes in behaviors and lifestyles, including making citizens aware of the need for sustainability transformations in order to accept the required regulations. It is important to ensure consumers are well-informed and understand and trust sustainable products, services and solutions, both to convince them that it is worth their effort and help them to adopt more sustainable goods and practices. Especially, marketing has refined effective tools to help consumers make sustainable choices in supermarkets, including credible sustainability labeling. Mobilizing consumers and engaging them in sustainability transformations requires a deep understanding of their diversity, and the ambiguity and conflicts related to their goals. Some consumers resist the conventional market system and experiment with various forms of simpler, sufficiency-oriented lifestyles. Others make an effort to choose environmentally-friendly products and services. Still others are environmentally concerned, but feel unable to do anything because they feel that they lack credible environmental information or believe that the tradeoffs are insurmountable. It is therefore important to differentiate between people with different needs, wants, and abilities and to adapt regulation, education, communication and solutions accordingly. More than any other discipline, marketing has developed insights and effective tools for the segmentation and targeting of consumers with different needs, wants, and abilities. This book is a much-needed contribution to the understanding of the demand side in sustainability transformations and especially of marketing as a force for change towards sustainable development goals. It combines a solid foundation in the accumulated insights of marketing with an appreciation of the specific challenges and opportunities of the current age, including digitalization, mobile applications, machine-to-machine communication and the Internet of Things. These new technologies are rapidly changing our lives and when they are used well, they offer new opportunities for supporting responsible consumer behavior and sustainability transformations. This makes this book a useful resource for marketing scholars and practitioners alike; indeed for everyone who is engaged in the sustainable transformation of society, in companies, politics, NGOs and the civil society. Acknowledgments Sihem DEKHILI CNRS – BETA, University of Strasbourg, France The journey from an idea born several years ago to the production of this book has been an extremely exciting adventure! First of all, my warmest thanks go to the 41 authors of this book who have shared my enthusiasm for the topic of responsible marketing and its role in strengthening the sustainable development movement. The exchange of ideas and discussions has been a source of great richness. All of the authors have brought their expertise to the reflections within the framework of a collective work that has been undertaken in a spirit of attentive listening and conviviality. This kind of project makes the job of an academic even more stimulating. Huge thanks go to John Thøgersen for the Foreword, as well as for his availability and great kindness. He is a renowned researcher, whose activities and publications in the field of sustainable consumption are numerous. I would also like to extend particular thanks to Jean-Marc Ferrandi and Patrick Gabriel for their thoughtful advice. Lastly, the aim of proposing a work anchored in action would have been impossible without the numerous practitioners who offered their viewpoints and Marketing for Sustainable Development, enriched the analyses of the researchers. If only they could all be thanked here for their precious contribution! I hope the readers take as much pleasure from the reading of this book as its authors did from creating it!