Course: Sustainability Marketing | OnCourse UB

  • Lection 1

    • Brand Ethos

    • Overview, Learning Outcomes and Structure of the Lesson

    • Beauty Brand Natura

    • K5L1 Beauty Brand Natura Interactive Content

    • Challenging Basic Assumptions

      Look at the graph: What does it tell you?


    • K5L1 Challenging Basic Assumptions Interactive Content

    • Values: Brand Ethos

    • Where do the different kinds of purchases belong? Drag them into the correct boxes:

    • K5L1 Values: Brand Ethos Interactive Content

    • Objectives: Triple Bottom Line

    • K5L1: Objectives: Triple Bottom Line Interactive Content

    • Review and Discussion

      1. Describe the four types of sustainability marketers with respect to ethical/moral and economic/strategic motives.
      2. What does ‚brand ethos‘ mean? Give examples of brands with sustainability ethos.
      3. Do companies like The Body Shop, Electrolux and Nike live up to their corporate core values? Search websites that are critical about the companies and discuss the gap between rhetoric and reality.

    • Literature and References

      Belz, F.M., Peattie, K. (2012): Sustainability Marketing: A Global Perspective, 2. ed., Chichester: Wiley, p. 117-132. 

      Crane, A. (2000): Marketing, Morality and the Natural Environment, London: Routledge. 

      Crane, A. and Matten, D. (2010): Business Ethics, 3rd ed, Oxford: Oxford University Press.

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