The green management literature repeatedly argues that in order to behave in a sustainable manner, organizational actions will need to go beyond technical fixes and embrace new environmentally responsible values, beliefs and behaviors. In this context, developing sustainability is frequently...

Societal marketing emerged in the early 1970s, promising a more socially responsible and ethical model for marketing. While the societal marketing concept has attracted its adherents and critics, the literature on societal marketing has remained sketchy and underdeveloped, particularly with...