Role of Eco-Innovation in Sustainable Marketing Implementation

Running head: ROLE OF ECO-INNOVATION IN SUSTAINABLE MARKETING IMPLEMENTATION
ROLE OF ECO-INNOVATION IN SUSTAINABLE MARKETING IMPLEMENTATION
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1ROLE OF ECO-INNOVATION IN SUSTAINABLE MARKETING IMPLEMENTATION
Table of Contents
1 Introduction........................................................................................................................2
1.1 Background..................................................................................................................2
1.2 Problem Statement.......................................................................................................4
1.3 Research Aim..............................................................................................................5
1.3.1 Research Objectives.............................................................................................5
1.4 Research Questions.....................................................................................................5
1.5 Scope...........................................................................................................................5
1.6 Limitations...................................................................................................................6
1.7 Structure......................................................................................................................6
2 Theory................................................................................................................................7
2.1 Introduction.................................................................................................................7
2.2 Sustainability and its variables....................................................................................8
2.2.1 Sustainable Development.....................................................................................9
2.2.2 Sustainable Development for Business................................................................9
2.3 Sustainable and Marketing relationships...................................................................10
2.3.1 Service Marketing..............................................................................................11
2.3.2 Macro Marketing................................................................................................11
2.4 Sustainable Marketing...............................................................................................12
2.4.1 Benefits of Sustainable Marketing.....................................................................13
2.4.2 Challenges/ Constraints for and of Sustainable Marketing................................14
2.5 Eco-Innovation..........................................................................................................15
2.6 Summary....................................................................................................................16
3 References........................................................................................................................18

2ROLE OF ECO-INNOVATION IN SUSTAINABLE MARKETING IMPLEMENTATION
1 Introduction
Sustainability, eco-innovation, sustainable marketing and similar other crucial aspects
of the part of the discussed study and to earn a relevant understanding of the subjects, aspects
and eventually, the topic it is crucial to establish the base and the discussed section is
dedicated to the detailed task. Different sub-sections have been detailed so that an improved
and understandable establishment of the background can be achieved.
1.1 Background
Human development is led by different advancements that lead from the industrial
revolution, technological revolution and many other development in terms of technology,
machine automation and others. The discussed revolutions have provided the human with
different advantages and have contributed to an easy, effective and productive standard of
living. However, in improving the standard of living, one of the primary resources that
witnessed exploitation was the environmental resources (Rees, 2017). The discussed
development have led to the depletion of natural resources and development of practices that
were harmful for the ecology and in the process for the human life. Several scholars,
researchers, organisations and other entities invested their time and effort to conclude on the
need for protection of the ecology for human survival.
The discussed researches were then summarised to coin different terms that were
dedicated to human development while taking consideration of the natural resources
preservation. One of the key term that was coined for the protection of the nature and its
resources while ensuring human development was sustainability. Wood et al., (2015), have
defined sustainability as the approach towards technological advancements that meets the
current demand while preserving the natural resources so that it can be leveraged by the
future generations. The coining of the term by Crane and Matten (2016), revolutionised the
perception of the individuals as well as the organisations towards the use of natural resources.
The term in discussion was further refined to make it more suitable for the human
development. The improvement and researches led to the addition of social and economic
aspect along with the environmental factor (Childers et al., 2015). The three most prominent
aspect of sustainability has been presented in the image below:

3ROLE OF ECO-INNOVATION IN SUSTAINABLE MARKETING IMPLEMENTATION
Figure: Aspects of Sustainability
(Source: Created by Author Using SmartArt)
The discussion above have offered a clear insight into sustainability and its need
however, the defining of the term was not enough and it needed to be leveraged and hence,
several researches were conducted and different terms were coined. One of such term is eco-
innovation. Eco-innovation refers to the development of the product and services that
contributed to the sustainable development (Sethi, Ahuja & Singla, 2018). The discussed
innovation is achieved through commercial application of the knowledge with the objective
of eliciting direct or indirect environmental improvements. It includes a broad domain of
relevant ideas, which extends from green technology advancement to socially accepted
innovative approach that leads to sustainability (Ottman, 2017).
Another one of the recent development in the field of sustainability is the sustainable
marketing. Sustainable marketing or green marketing refers to the marketing plan that is
dedicated to serving customers satisfaction while ensuring that the impact of marketing on
the environment and its resources is minimum (Pogrebova, Konnikov & Yuldasheva, 2017).
However, the definition of the sustainable marketing is not limited to marketing aspect but
according to the AMA (American Marketing Association), it includes the processes of
producing, selling and even providing the customers with sustainable products (Ottman,
2017). Furthermore, the process of redesigning a good or product to be eco-friendly has also
been considered as one of the aspects of the green marketing.
One of the key findings from the discussion above is that the sustainability is not only
directed towards the environment but further extends to the business perspective. Hence, it is
crucial to make contribution in the available knowledge on sustainability from a business
perspective so that the users can entertain better quality products and services without over
impacting the environment.
Environment
Economic
Sustainability
Social

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1.2 Problem Statement
The discussion from the section above have made it evident that the business world
have understood the need for sustainable development and eco-innovation. However, it has
been witnessed that the implementation of the eco-innovation is limited (Bossle et al., 2016).
There are number of factors that are limiting the implementation of the sustainable approach
in the organisations (Liao et al., 2015). One of the sustainable approach that is the sustainable
marketing, is a game changer however no proper framework for the implementation of the
discussed marketing approach has been identified. One of the prominent reason for the lack
of implementation of sustainable marketing is vague definition of the subject (sustainable
marketing) (Saravanan et al., 2018). The discussion in the above section have made it evident
that the definition of green or sustainable marketing is very vague (McDonaugh & Prothero,
2014). The lack of proper framework exists due to the constraints of sustainable marketing
implementation. Apart from the constraints of the sustainable marketing can be broadly
categorised in market constraint, operational constraint and corporate image constraint.
The first and foremost constraint is the market constraint which implies because of the
newness of the sustainability. Adding of the sustainability dimension in the marketing
strategy is one of the complex challenges which is further extended by the weak customer
appeal towards sustainability along with lack of understanding sustainability benefit by the
customers (Chao, 2017). The second constraint is the operational constraint which is
developed because of the expanding awareness about the sustainability. As the need for
sustainable products is increasing the companies have to abruptly associate sustainability
domain as part of their marketing strategy which is leading to the loss of focus and profit for
the firms (McDonaugh & Prothero, 2014). Finally, the third constraint is the corporate image
constraint which is mostly dictated by greenwashing. The term ‘greenwashing’ refers to the
perception that a company earns and states that the company’s product, operations and
strategies are designed for environmental purpose and not for profit (Marquis, Toffel & Zhou,
2016). The discussed perception improves the image of the company in public view however,
if their sustainable marketing is not up to the mark, the organisation have face heavy
criticism. Furthermore, the stakeholders who are expecting profit from the firm also believes
that the company will not be able to provide them with sufficient profit.
The constraints discussed above are the most prominent constraints of sustainable
marketing but are limited at them. The constraints of the sustainable marketing are not
limited to the execution of the sustainable marketing but further extends to the
implementation of the discussed approach. The constraints of implementation are important
because according to De Vries et al., (2015), the implementation is one of the most prominent
step for any project that decides the success of the project in its pre-operation stage.
Hence, it is of great prominence that an efficient approach or approaches be presented
so that the organisations can leverage the sustainable marketing through effective and
efficient implementation. One of the ways to attain the objective is the introduction of eco-
innovation in the sustainable marketing. However, no proper scholarly work have been
identified that is dedicated towards detailing the role of eco-innovation in implementing the
sustainable marketing. Furthermore, it has been identified that the sustainable marketing does

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have certain existing problem that needs to be mitigated. Hence, the problem statement that
the discussed paper have attempted to address is to the ways in which eco-innovation can
face/solve the existing problems of implementing sustainable marketing by the
firms/companies.
1.3 Research Aim
The problem statement in the section above have made it evident that no proper
discussion is available on ways through which the eco-innovation is capable of facing/solving
the existing problems faced by sustainability marketing implementation. The primary aim of
the study is to identify the role that eco-innovation is capable in mitigating the implementing
challenges faced by sustainable marketing. It will be supported by certain sub-objectives that
have been in the following sub-section.
1.3.1 Research Objectives
The objectives that will support in attaining the primary aim of the paper have been
listed below along with the primary aim of the research study.
i. To detail the implementation constraints of sustainability marketing.
ii. To identify the feasibility of eco-innovation as a solution for mitigating the problems
related to sustainable domain.
iii. To detail the role that eco-innovation is capable of playing in mitigating the problem
faced during the implementation of sustainability marketing.
1.4 Research Questions
The paper in discussion will answer certain questions for ensuring that the deliverables
of the study are feasible and those questions have been listed below:
i. What are the constraints of implementing sustainability marketing?
ii. Is eco-innovation solution to the problems that the sustainable associated factors is
facing?
iii. How eco-innovation can face/solve the existing problems of implementing sustainable
marketing (by firms/companies)
1.5 Scope
The study in discussion is aimed at identify the role of eco-innovation as solution for
the problems that the sustainable marketing implementation is facing. So, the findings from
the paper will enable the firms/companies to adopt eco-innovation as a solution for the
challenges in sustainable marketing implementation. The adequate way of adoption of eco-
innovation will ensure that the implementation of the green marketing is efficient which in
turn will enable the firms to leverage the green marketing strategy. The leveraging of the
green marketing will enable the firms to leverage the benefits of the green marketing that will
prove to be hugely beneficial for the firm. It will also offer motivation to the firms adopt the
green marketing as part of their CSR (Corporate Social Responsibility). Additionally, the
understanding of the companies about the subject and eco-innovation will get them interested
in investing their time, budget and effort in research over the subject which will further
improve the sustainable marketing and its implications. The research over the green