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Sustainability, Epistemology, Ecocentric Business, and Marketing Strategy: Ideology, Reality, and Vision

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  • Helen Borland
  • Adam Lindgreen

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. Copyright Springer Science+Business Media Dordrecht 2013

Suggested Citation

  • Helen Borland & Adam Lindgreen, 2013. "Sustainability, Epistemology, Ecocentric Business, and Marketing Strategy: Ideology, Reality, and Vision," Journal of Business Ethics, Springer, vol. 117(1), pages 173-187, September.
    • Handle: RePEc:kap:jbuset:v:117:y:2013:i:1:p:173-187
    DOI: 10.1007/s10551-012-1519-8
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    Cited by:

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    5. Jamee A. Pelcher & Sylvia Trendafilova & Brian P. McCullough, 2024. "Environmental Behavior Framework Revisited: Where Do We Stand Ten Years Later and Where Do We Go from Here?," Sustainability, MDPI, vol. 16(17), pages 1-15, August.
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    8. Christina W. Y. Wong & Xin Miao & Shuang Cui & Yanhong Tang, 2018. "Impact of Corporate Environmental Responsibility on Operating Income: Moderating Role of Regional Disparities in China," Journal of Business Ethics, Springer, vol. 149(2), pages 363-382, May.
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    10. Ana Criado-Gomis & Maria-Angeles Iniesta-Bonillo & Amparo Cervera-Taulet & Domingo Ribeiro-Soriano, 2020. "Women as Key Agents in Sustainable Entrepreneurship: A Gender Multigroup Analysis of the SEO-Performance Relationship," Sustainability, MDPI, vol. 12(3), pages 1-17, February.
    11. Gheorghe Epura & Bianca Tesca?iu & Raluca Dania Todor & Karin-Andreea Sasu, 2017. "Responsible Consumption – Source of Competitive Advantages and Solution for Tourist Protection," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(45), pages 447-447, May.
    12. Graf, Erika, 2015. "Raising sustainability awareness and understanding in higher education," Working Paper Series 08, Frankfurt University of Applied Sciences, Faculty of Business and Law.
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