Sustainable Behavior can encourage solutions aiming to
foster resource-efficient behaviors and thus reduce the
environmental and social impact during the usage of
products.
Therefore, to achieve sustainability on a grand scale there
is a need to bridge business management, social science,
civil engineering, product design, and environmental science
with the technologies of the future. In our opinion, sustainable marketing is the solution. Sustainable marketing is
the implementation of all reasonable efforts to produce,
price, distribute, consume, and reclaim products in a manner
to achieve ecological, economic, and social objectives.
Sustainable marketing may be viewed as a response to the
“classic” marketing approach. When one considers the
concept of sustainability, he/she typically thinks about
renewable energy resources, reducing carbon dioxide emissions, protecting the environment, and balancing the delicate
ecosystem of our planet. While these are all goals of sustainability, the concept is broader. The concept of sustainably includes goals to protect our natural environment,
human health, and ecology. Sustainability marketing should
drive responsible economic development as well as social
development and not compromise our lifestyle and the
lifestyle of future generations.
2 The Integration of Sustainability
into Marketing Curricula
A literature review reveals that entrepreneurs and their
potential clients maintain considerable differences in their
respective understandings of the philosophy of responsible
business and marketing (Perera and Hewege 2014; Thomas
and Day 2014). The Model of Sustainable Marketing presented in this paper supports the implementation of sustainability philosophy within an organization. However, the
understanding of sustainability among consumers remains an
issue. Therefore, conclusions resulting from the analysis of
global and local environmental, economic, and social situations entitle us to recommend undertaking an educational
effort, which will result in the introduction of the Sustainable
Marketing Model proposed at academic level. As sustainability is a relatively new phenomenon, and related business
strategies are still emerging, new educational programs in
the field of sustainable development should be introduced
(Perera and Hewege 2014).
The Australian sustainability education context could be
the example. Thomas and Day (2014) examined 38 Australian universities to assess their graduate programs with a
view into understanding how they incorporate sustainability
education into their curriculum. Universities and the education they impart to their graduates influence future workplaces and society. Researchers are giving increased
attention to the relationship between what is sought by
organizations hiring graduates and how universities provide
relevant educational experiences. Australian universities
have over four decades of research experience on the impact
of education on environmental and related issues. Australian
research is closely related to the international community,
combining these issues within the development of sustainable concepts. There are articles examining the direction that
Australian universities have taken to develop educational
approaches to provide graduates with the capacity to work
towards sustainability through the articulation of graduate
capabilities.
A growing body of research illustrates that authentic
leadership creates a positive effect on the quality of life and
on the efficiency of employees in the workplace. Authentic
leaders are defined as those leaders who have awareness of
their actions toward others; understand how others perceive
them; understand their own values and morals and those of
others; have a keen insight about the social environment in
which they are working, and maintain a high level of optimism (Avolio et al. 2004). A study conducted to investigate
the relationship between positive psychological capital and
authentic leadership discovered that authentic leaders
develop trust in their employees and as a result increase
employee performance (Clapp-Smith et al. 2009).
Authentic leadership influences job performance, organizational performance, and citizenship behavior. Woolley
et al. (2011) observed that authentic leadership fosters their
followers’ psychological capital development due to the
change in the organizational work climate.
Researchers have discovered that positive psychological
capital creates positive psychological states, which then
contribute to a higher level of effectiveness and efficiency in
the workplace (Woolley et al. 2011). Psychological Capital
is best described as a link between self-efficacy, hope,
optimism, and resilience. Enhancing positive Psychological
Capital in an organization through authentic leadership
provides a method of creating and increasing the quality of
life and the efficiency of employees in the workplace.
The Model of Sustainable Marketing …
285
foster resource-efficient behaviors and thus reduce the
environmental and social impact during the usage of
products.
Therefore, to achieve sustainability on a grand scale there
is a need to bridge business management, social science,
civil engineering, product design, and environmental science
with the technologies of the future. In our opinion, sustainable marketing is the solution. Sustainable marketing is
the implementation of all reasonable efforts to produce,
price, distribute, consume, and reclaim products in a manner
to achieve ecological, economic, and social objectives.
Sustainable marketing may be viewed as a response to the
“classic” marketing approach. When one considers the
concept of sustainability, he/she typically thinks about
renewable energy resources, reducing carbon dioxide emissions, protecting the environment, and balancing the delicate
ecosystem of our planet. While these are all goals of sustainability, the concept is broader. The concept of sustainably includes goals to protect our natural environment,
human health, and ecology. Sustainability marketing should
drive responsible economic development as well as social
development and not compromise our lifestyle and the
lifestyle of future generations.
2 The Integration of Sustainability
into Marketing Curricula
A literature review reveals that entrepreneurs and their
potential clients maintain considerable differences in their
respective understandings of the philosophy of responsible
business and marketing (Perera and Hewege 2014; Thomas
and Day 2014). The Model of Sustainable Marketing presented in this paper supports the implementation of sustainability philosophy within an organization. However, the
understanding of sustainability among consumers remains an
issue. Therefore, conclusions resulting from the analysis of
global and local environmental, economic, and social situations entitle us to recommend undertaking an educational
effort, which will result in the introduction of the Sustainable
Marketing Model proposed at academic level. As sustainability is a relatively new phenomenon, and related business
strategies are still emerging, new educational programs in
the field of sustainable development should be introduced
(Perera and Hewege 2014).
The Australian sustainability education context could be
the example. Thomas and Day (2014) examined 38 Australian universities to assess their graduate programs with a
view into understanding how they incorporate sustainability
education into their curriculum. Universities and the education they impart to their graduates influence future workplaces and society. Researchers are giving increased
attention to the relationship between what is sought by
organizations hiring graduates and how universities provide
relevant educational experiences. Australian universities
have over four decades of research experience on the impact
of education on environmental and related issues. Australian
research is closely related to the international community,
combining these issues within the development of sustainable concepts. There are articles examining the direction that
Australian universities have taken to develop educational
approaches to provide graduates with the capacity to work
towards sustainability through the articulation of graduate
capabilities.
A growing body of research illustrates that authentic
leadership creates a positive effect on the quality of life and
on the efficiency of employees in the workplace. Authentic
leaders are defined as those leaders who have awareness of
their actions toward others; understand how others perceive
them; understand their own values and morals and those of
others; have a keen insight about the social environment in
which they are working, and maintain a high level of optimism (Avolio et al. 2004). A study conducted to investigate
the relationship between positive psychological capital and
authentic leadership discovered that authentic leaders
develop trust in their employees and as a result increase
employee performance (Clapp-Smith et al. 2009).
Authentic leadership influences job performance, organizational performance, and citizenship behavior. Woolley
et al. (2011) observed that authentic leadership fosters their
followers’ psychological capital development due to the
change in the organizational work climate.
Researchers have discovered that positive psychological
capital creates positive psychological states, which then
contribute to a higher level of effectiveness and efficiency in
the workplace (Woolley et al. 2011). Psychological Capital
is best described as a link between self-efficacy, hope,
optimism, and resilience. Enhancing positive Psychological
Capital in an organization through authentic leadership
provides a method of creating and increasing the quality of
life and the efficiency of employees in the workplace.
The Model of Sustainable Marketing …
285