Marketing strategies in the age of sustainable development: Evidence from the food industry
基于食品行业的实证研究，识别出四种可持续发展营销策略类型（执行者、追随者、犹豫者、被动者），并发现消费者敏感度和市场细分是主要驱动因素，对非食品行业也有参考价值。
Abstract In this paper we investigate characteristics and drivers of sustainability marketing strategies. Based on an empirical study in the food industry, we identify four sustainability marketing strategy types with distinctive characteristics (performers, followers, indecisives and passives). Consumers are one of the main drivers of sustainability marketing strategies. Depending on the sensitization of consumers to socio‐ecological problems, the perceptibility of socio‐ecological qualities, the individually perceived net benefits and the availability of sustainable alternatives, we argue that the typology and drivers apply to non‐food industries as well. Furthermore, we find that the incorporation of social and ecological aspects into marketing strategies also depends on the market segment in which the company competes: companies that are positioned in the premium or quality segment are more inclined to take an active stance on sustainability marketing than companies that compete in the price segment. Copyright © 2009 John Wiley & Sons, Ltd and ERP Environment.