Sustainable Marketing Chapter 3

What is sustainable consumption?

A:

Using products and services in a way that is good for people and the environment.

Example:
💡 Using less electricity and wasting less food.

Possible MCQ:

What is sustainable consumption?

a) Using more resources

b) Using products and services in a way that causes less harm to people and the environment ✅

c) Buying more products

d) Creating more waste

2. What is the difference between a customer and a consumer?

A:

👤 Customer = buys the product.

👤 Consumer = uses the product.

Example:
A parent buys cereal, but the child eats it.

Possible MCQ:

Who is the consumer?

a) The person who pays

b) The person who uses the product ✅

c) The store

d) The producer

What is Transformative Consumer Research (TCR)?

A:

Research that aims to improve consumer well-being and quality of life.

Example:
Research about healthy eating or sustainable consumption.

Possible MCQ:

The main goal of TCR is:

a) Increase profits

b) Improve consumer well-being ✅

c) Reduce advertising

d) Increase prices

What are the Three Types of Sustainable Consumption?

A:

🌱 Sustainable consumption = using products and services in a way that is good for people, the environment, and the future.

Three Types:

💰 Economic Sustainability = Use money and resources wisely.

Example:
💡 Save electricity and avoid unnecessary spending.

🌍 Environmental Sustainability = Reduce waste and environmental impact.

Example:
♻ Recycle and waste less food.

👥 Social Sustainability = Support fair treatment of people.

Example:
☕ Buy Fairtrade products.

Rebound Effect:

🔄 Saving in one area can lead to more consumption in another.

Example:
⛽ Save money on fuel → Drive more.

Memory Tip:

💰 Money

🌍 Planet

👥 People

🔄 Rebound = Savings → More consumption

Possible MCQ:

What is a rebound effect?

a) Less consumption everywhere

b) Savings lead to more consumption elsewhere ✅

c) More recycling

d) Higher prices

What are the Main Areas of Environmental Impact?

A:

🌍 Most environmental impact from consumption comes from:

🏠 Housing ≈ 30%

🚗 Travel ≈ 30%

🍔 Food ≈ 25%

🛍 Shopping ≈ 15%

Food Impact:

🥩 Meat = Highest impact

🥛 Dairy = Second highest

🍎 Fruits, vegetables, and grains = Lower impact

Example:

🍔 A beef burger usually creates more emissions than a vegetable meal.

Memory Tip:

🏠 Housing

🚗 Travel

🍔 Food

🛍 Shopping

🥩 Meat = Highest food impact

Possible MCQ:

Which food usually has the highest environmental impact?

a) Vegetables

b) Fruit

c) Meat ✅

d) Grains

What are Fairtrade and Sweatshops?

A:

☕ Fairtrade = A certification that helps ensure fair treatment of workers and farmers.

It promotes:

✅ Fair pay

✅ Better working conditions

✅ No child labor

Example:
☕ Fairtrade coffee helps farmers earn a fair income.

🏭 Sweatshops = Factories with poor working conditions.

They often involve:

❌ Low wages

❌ Unsafe conditions

❌ Child labor

Example:
👟 Nike was criticized for suppliers linked to sweatshops.

Memory Tip:

☕ Fairtrade = Fair treatment

🏭 Sweatshops = Poor treatment

Possible MCQ:

Fairtrade mainly aims to improve:

a) Advertising

b) Working conditions and fair wages ✅

c) Product design

d) Distribution

What are the Sustainable Consumer Segments?

A:

Consumers can be grouped based on how much they care about sustainability.

🟢 Greens = Care a lot about sustainability.

✅ Know a lot about sustainability

✅ Trust green products

✅ Believe their choices make a difference

Example:
☕ Buy Fairtrade coffee because they want to help people and the environment.

🟡 Yellows = Care about sustainability, but not always.

🟠 Oranges = Care a little and choose sustainable options only when it is easy.

🔴 Reds = Care very little about sustainability.

❌ Know little about sustainability

❌ Focus on low prices

❌ Do not trust green products

❌ Do not think their choices matter

Example:
☕ Buy the cheapest coffee instead of Fairtrade coffee.

Memory Tip:

🟢 Green → Most sustainable

🟡 Yellow → Somewhat sustainable

🟠 Orange → A little sustainable

🔴 Red → Least sustainable

Possible MCQ:

Which segment is most committed to sustainability?

a) Reds

b) Oranges

c) Yellows

d) Greens ✅

How Can Consumers Become More Sustainable and What is the Green Gap?

A:

🌱 Consumers can become more sustainable by focusing on:

🥗 Food & Drink = Waste less food.

Example:
🍲 Eat leftovers.

🏠 Household Consumption = Use less energy.

Example:
💡 Turn off lights when not needed.

🚲 Travel & Transportation = Travel in a greener way.

Example:
🚌 Use public transport or ride a bike.

Green Gap (Attitude-Behavior Gap):

⚠ People say they care about sustainability but do not always act that way.

Example:
🚲 A person says biking is good for the environment but still drives every day.

Main Reasons for the Green Gap:

💰 Price = Sustainable products can cost more.

🏪 Availability = Sustainable options are hard to find.

❓ Trust = People do not believe green claims.

📚 Knowledge = People do not know which option is better.

👥 Social norms = People follow what others do.

🔄 Habits = People keep buying the same things.

🤯 Complexity = Too much information makes decisions difficult.

⏰ Time & effort = Sustainable choices may require more work.

Memory Tip:

🌱 Food → Home → Travel

⚠ Green Gap = Say one thing, do another

💰 Price → 🏪 Availability → ❓ Trust → 📚 Knowledge

Possible MCQ:

What is the Green Gap?

a) People's actions match their beliefs

b) People do not care about sustainability

c) People's actions do not match what they say they believe ✅

d) Sustainable products become cheaper