Question

Explain those factors that might intervene to affect the role of environmental sustainability on marketing performance

Answer 1

Environment sustainability is the process in which the activities performed by any individual or group in which the activities of renewable resource harvest, non renewable resource depletion etc can be continued indefinitely. This term focuses on the fact that the resources are limited and everyone should use them in such a manner where adequate amount could be left for the future as well to consume. Thus, the role of sustaining the environment have a direct and positive role on marketing performance. Factors which intervene for the same are:

1. Government's Policies and Rules: The first factor which would work and intervene for the same would be the policies and framework made by the government. In many countries like USA, the working of green accounting and ban on plastic is essentially practiced by the government for the organisations. This makes the company to use less resourcs and less energy which helps in marketing the same for acheiveing a global sustainability level.

2. Good brand image: The factor that company wants to have a good global image and brand name, the company takes the initiative to step in and contribute more towards the sustainability of the society. For example, H&M making a whole nee trend in the clothing industry by being the first company to ever achieve a 100% reuse product critera till 2030. This helps create a good image in front of the audience and stakeholders.

3. Support from the Customers: At last, to have the support from the media and even the customers at any time of crises or when the company is caught in any illegal activity, the company include itself in CSR activities like environment protection activities to have a good support from the customers.