Sustainability, epistemology, ecocentric business, and marketing strategy: Ideology, reality, and vision

Borland, Helen and Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2013. Sustainability, epistemology, ecocentric business, and marketing strategy: Ideology, reality, and vision. Journal of Business Ethics 117 (1) , pp. 173-187. 10.1007/s10551-012-1519-8

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Abstract

This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species’ well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Publisher:	Springer Netherlands
ISSN:	0167-4544
Date of First Compliant Deposit:	30 March 2016
Last Modified:	04 May 2023 21:33
URI:	https://orca.cardiff.ac.uk/id/eprint/51797

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