Sustainability as Megatrend Two Schools of Macromarketing Thought

• Published in: Journal of macromarketing Vol. 34; no. 3; pp. 253 - 264
• Main Authors: Mittelstaedt, John D., Shultz, Clifford J., Kilbourne, William E., Peterson, Mark
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.09.2014; SAGE PUBLICATIONS, INC
• Subjects: Criteria; Green marketing; Studies; Sustainability; Sustainable development; Trends; dominant social paradigm; macromarketing; sustainability; macromarketing systems; marketing theory

Is sustainability a megatrend? If so, what does it mean to be a megatrend, and how can macromarketing advance our understanding of sustainability as a megatrend? This article makes three contributions to research on sustainability as megatrend. First, if offers a set of elemental criteria to underst...