Document Type
Conference Paper
Publication Date
7-2008
Abstract
This paper explores the issue of sustainable marketing practices; more explicitly: whether or not marketers will trade off profitability for the environment. To examine this notion, a question was asked of certified practicing marketers (CPM) during a webinar on hot topics in marketing. Results show that the long term environment is still at risk as marketers are unwilling to trade off profits for sustainable practice. This implies that social marketing activities may require more intense efforts to redress this situation. These activities may need to include upstream social marketing that will require underpinning research for strategic direction.
Recommended Citation
Brennan, L. and Binney, W., "Is it Green Marketing, Greenwash or Hogwash? We Need to Know if We Want to Change Things" (2008). Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings. 18.
https://ro.uow.edu.au/insm08/18
Publication Details
This conference paper was originally published as Brennan, L. and Binney, W., Is it Green Marketing, Greenwash or Hogwash? We Need to Know if We Want to Change Things, Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008, University of Wollongong, 15-16 July 2008.