Sustainability is understood as a complex and integrating area, involving the most diverse areas and fields of knowledge. Because of the innumerable socio-environmental challenges in the current scenario, a sustainable development that finds the necessary changes and advances for communities, industry and the various stakeholders involved is required. In this process of promoting sustainable development, universities stand out for being institutions capable of taking an analytical and questioning look at the directions of the society in which they are inserted and not just helping them to pursue them, serving as a model and living laboratory for the implementation of greener practices in cities. One of the actions that contributes to the consolidation process of a more sustainable university and the development of the green campus is the use of green marketing, understood as a set of all the practices that involve conventional marketing, focused on the search to reduce the negative impact or promote positive effects on the relationship between the institution and the environment. This paper aims, based on the balanced scorecard (BSC), to propose a strategic management tool as support for green marketing strategies, thus promoting, more quickly, the promotion of sustainable development in higher education institutions (HEIs).,Four universities were chosen, from the literature, in terms of best practices for sustainable development, where the main dimensions used by green marketing were mapped. Based on them, the BSC structure was adapted to enhance its strategies.,To achieve the objective of this work, this paper proposed an adaptation of the original BSC for better management of green marketing strategies for universities, based on four dimensions: community members, university members, product and strategy.,The main contribution of this paper is to propose a BSC as a strategic management system focused on the green marketing of universities to accelerate the promotion of sustainable development in HEIs.

Promoting sustainable development in higher education institutions: the use of the balanced scorecard as a strategic management system in support of green marketing

Consumer emotions and collaborative consumption: The effect of COVID-19 on the adoption of use-oriented product-service systems

The purpose of the paper is to examine how market actors participate in the socio-cultural construction of the food waste issue through social media. The paper draws from practice theory and adopts...

https://www.tandfonline.com/doi/pdf/10.1080/0267257X.2021.1966077

Constructing the food waste issue on social media: a discursive social marketing approach

The cognitive processes through which religiosity and idealism affect ethical consumption have received little attention in prior research. This study aims to explore the influence of religiosity and idealism on ethical purchasing intention through moral obligation and perceived customer effectiveness (PCE).,The study analyses data from 149 Muslim participants in Saudi Arabia, using structural equation modelling.,The results reveal that religiosity leads to PCE but not to moral obligation and that idealism leads to both PCE and moral obligation. Mediation analysis indicated that PCE mediates the effect of both religiosity and idealism, although moral obligation only mediates the effect of idealism.,This research enriches the understanding of ethical consumption and contributes to the debate on how religiosity and idealism affect ethical consumption. It also has significant implications for theory and the development of sustainable marketing initiatives. Marketing campaigns and other promotional activities may focus on the interconnection between ethical purchase and the religious and ideology dimensions of consumers. Also, while formulating a communication strategy, it is necessary to emphasize the religious dimension of the sustainable use of the product.,Moral obligation and PCE have been shown as cognitive and psychological mechanisms explaining the links between religiosity or idealism and ethical purchasing behaviour.

Religiosity, idealism, and ethical consumption: the mediating effect of perceived customer effectiveness and moral obligation

“Choose Nature. Buy Less.” Exploring Sufficiency-oriented Marketing and Consumption Practices in the Outdoor Industry

By applying social practice theory to green consumption, this paper extends our understanding of consumer insight on green consumption processes beyond linear decision-making. The purpose of this paper is to provide knowledge about how best to mitigate perceived barriers to green consumption processes including the purchase and disposal of household products and to contribute to current discourse about widening social marketing research beyond a predominant focus on individuals’ behaviours.,Thematic content analysis exploring the lived experiences of participants’ green consumption was undertaken by conducting 20 in-depth interviews of Australian consumers. These interviews were analysed through a social practice lens.,The research identified six emergent social practice themes of green consumption. By using social practice theory, a different paradigm of social research than the linear models of behaviour is used. This unconventional investigation into the green consumption process, including the purchase and disposal of household products, extends literature past the attitude–behaviour gap and highlights the importance of aligning green consumption processes with social practice.,By integrating social practice theory into the marketing discipline, this paper explores consumption as part of sustainable marketing and provides suggestions about how best to mitigate perceived barriers to green consumption processes. These insights have relevance to micro-, meso- and macro-levels of social marketing, and can help alter consumption practices making them more sustainable.

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Katrina Pleming

Papers

Green consumption practices for sustainability: an exploration through social practice theory