2.1.0 Triple Bottom Line
The triple bottom line concept is
developed by John Elkington, used to measure
sustainability while traditionally business is
a measure of profits, return on
investment, and shareholder value to
include environmental and social
dimensions (Milne and Gray 2013). By
focusing on comprehensive investment results with respect
to performance along the interrelated dimensions of profits, people and the planet—triple
bottom line reporting can be an important tool to support sustainability goals. (Slaper and
Hall, n.d.)
The packaging wastes has been the major sustainability challenge or issue experienced by
McDonalds in Singapore and it has created drastic changes to the environment as well. The
addressing of this issue has helped in making changes to the customers’ behaviours and
influence them to use less packaging, thereby, ensure, responsible sourcing and designing of
products that can be taken care after use (Govindan et al. 2013).
2.1.1 People (Social Measures)
Considering the fact that many of the customers, though satisfied with the quality of
food items offered at McDonalds, prefer the recycled packaging, the company needs to
consider it as a matter of concern. This can not only result in fulfilling their needs and
preferences, but will also allow for adopting sustainable measures required to promote
healthy living and wellbeing of the community as well as the environment at large (Henriques

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Sustainable Marketing: Case Study of Macdonald’s Singapore

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