A framework for understanding sustainable brands: consumer, producer and policy perspectives

Pierre McDonagh, González-Moreno, Angela, Ana Triguero,, Francisco Saez Martinez

Research output: Contribution to conferencePaperpeer-review

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1. Purpose
The authors argue for a better understanding of the roles of eco-innovation and small firms (see Saez-Martinez, Díaz-García and Gonzalez-Moreno, 2016) in transformative consumer research (McDonagh, Dobscha and Prothero 2011) and the glocal experience of the Sustainable Brands with particular attention to the Spanish region of Castilla de la Mancha. Given the recent focus of Harvard Business Review (Lubin and Esty 2010) and both the Journal of Macromarketing and the Journal of Marketing Management on the megatrend of Sustainability (McDonagh and Prothero 2014; Prothero and McDonagh 2015) and the discussion of sustainability for brands and activism (McDonagh and Martin 2016) it is argued that we need to better understand the communicative act for brands claiming to promote sustainable foods and lifestyles.

2. Design, Methodology or Approach
Literature review has been made to identify the main factors that drive the development of sustainable brands. A sustainable brand is one which perfects a balance between the combination of both natural and human capital in its market place offerings from production to consumption and disposal. The corporation must integrate environmental, social and economic sustainability commonly associated with green and/or ethical businesses in order to effect a better quality of life. Our research analyses the elements that can guide a firm orientation towards sustainability with respect to the products and services the firm offers, in its business standards and on the way the firm communicates and relate to the marketplace.
Original languageEnglish
Number of pages3
Publication statusPublished - 28 Oct 2016
Event3rd Energy and Environment Knowledge Week (E2KW) - Paris, France
Duration: 28 Oct 201629 Oct 2016


Conference3rd Energy and Environment Knowledge Week (E2KW)


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