Sustainable Marketing - A Consulting Manual

Abstract

Due to the current environmental state the shift from conventional business actions like production, manufacturing and design, towards environmentally sustainable business actions is more needed than ever. This change should flow into all companies’ departments, including marketing. Research confirms that for a significant improvement of sustainable behavior, institutions and companies of all sizes are required to educate about environmental awareness, provide chances for environmental behavior and guide the consumers towards sustainable choices and an environmentally compatible lifestyle. This thesis comprises a literature review on sustainable marketing and its most crucial functions, as well as a manual that will help small companies and start ups to implement sustainable marketing into their daily business actions.