Ecological Economics

Consumers, Society and Marketing: A Sustainability Perspective (CSR, Sustainability,

Ethics & Governance), by by Dilip S. Mutum, Ezlika M. Ghazali, 2023, 191 pp., US$
100.71 (Hardcover) ISBN 9783031393587; (eBook) ISBN 9783031393594
--Manuscript Draft--

Manuscript Number:

Article Type: Book review

Corresponding Author: Deni Bagas Pradana

Universitas Gadjah Mada
INDONESIA

First Author: Fajar Munichputranto

Order of Authors: Fajar Munichputranto

Deni Bagas Pradana

Siska Krisdiana Nofianti

Abstract: This review critically examines "Consumers, Society, and Marketing: A Sustainability
Perspective" by Dilip S. Mutum and Ezlika M. Ghazali, a scholarly work that explores
the complex interplay between consumer behavior, societal dynamics, and marketing
practices. The book delves into how consumption patterns are shaped by economic
development, ethical considerations, and sustainable marketing practices. It
emphasizes the evolving role of consumers in influencing public policy, social welfare,
and environmental health. Key themes include consumer sovereignty, ethical
marketing, and the integration of sustainability in marketing strategies. The authors
highlight both the positive impacts of marketing on economic growth and consumer
empowerment, as well as the negative aspects such as environmental degradation and
unethical practices. Through a balanced approach, the book underscores the
importance of ethical and sustainable marketing in fostering consumer trust and long-
term business success. This review provides an in-depth analysis of the book's
contributions, strengths, and areas for improvement, making it a valuable resource for
academics, practitioners, and policymakers interested in sustainable marketing and
ecological economics.

Suggested Reviewers: Stefan Baumgärtner

stefan.baumgaertner@ere.uni-freiburg.de

Emanuele Campiglio
emanuele.campiglio@unibo.it

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Cover Letter

Deni Bagas Pradana

Master of Business Administration
Universitas Gadjah Mada
denibagaspradana@mail.ugm.ac.id
July 29, 2024

S. Baumgärtner
Econological Economics
University of Freiburg, Freiburg im Breisgau, Germany

Dear S. Baumgärtner,

I am writing to submit my book review of "Consumers, Society, and Marketing: A Sustainability

Perspective" by Dilip S. Mutum and Ezlika M. Ghazali for consideration in your esteemed journal.
As a graduate student pursuing a Master of Business Administration at Universitas Gadjah
Mada, my academic and research interests lie at the intersection of sustainable marketing,
consumer behavior, and ecological economics.

The book offers a comprehensive analysis of the intricate relationships between consumers,
societal dynamics, and marketing practices, emphasizing the importance of ethical and
sustainable marketing. The authors explore critical issues such as consumer sovereignty,
ethical marketing, and the societal impacts of marketing, integrating theoretical perspectives
with practical insights. This work provides valuable resources for academics, practitioners, and
policymakers aiming to understand and promote sustainable marketing practices.

In my review, I have critically evaluated the book’s content, strengths, and areas for
improvement. I believe that this review will contribute to the ongoing discourse on sustainable
marketing and its implications for ecological economics, offering readers a thorough
understanding of the book’s relevance and potential impact on the field.

I have attached my review manuscript along with this cover letter. I hope you find it a suitable
contribution to your journal. Please do not hesitate to contact me if you require any further
information or revisions.

Thank you for considering my submission. I look forward to the possibility of contributing to
Ecological Economics.

Sincerely,

Deni Bagas Pradana

Master of Business Administration
Universitas Gadjah Mada
denibagaspradana@mail.ugm.ac.id
https://orcid.org/0009-0007-6439-6525
Manuscript File Click here to view linked References

BOOK REVIEW
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Consumers, Society and Marketing: A Sustainability Perspective (CSR, Sustainability,
4 Ethics & Governance), by by Dilip S. Mutum, Ezlika M. Ghazali, 2023, 191 pp., US$ 100.71
5 (Hardcover) ISBN 9783031393587; (eBook) ISBN 9783031393594
6
7
"Consumer, Society and Marketing" by Dilip S. Mutum and Ezlika M. Ghazali delves into the intricate
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relationship between consumers, societal dynamics, and marketing practices. The book offers a comprehensive
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analysis of how consumption patterns are influenced by various factors including economic development,
10
consumer empowerment, ethical considerations, and sustainable marketing practices. It examines the evolving
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roles of consumers in shaping public policy, social welfare, and environmental health through their consumption
12
choices. By exploring critical issues such as consumer sovereignty, ethical marketing, and the impact of marketing
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14 on economic and social values, this scholarly work integrates theoretical perspectives with practical insights. The
15 authors provide a detailed exploration of the benefits and criticisms of marketing, highlighting the importance of
16 ethical and sustainable practices. This book serves as a valuable resource for academics, practitioners, and
17 policymakers interested in understanding the complex interplay between marketing and societal well-being.
18
19 In the opening chapter, "Consumption and Consumer Society" discusses how marketing helps grow the economy
20 and improves people's lives by giving them more choices, known as consumer sovereignty. It explains that
21 consumption is not just about buying things, but also shows what people value and their social status. The chapter
22 shows how marketing makes people want to buy more, especially during holidays and special sales. It explores
23 consumer sovereignty, emphasizing that while consumers have the power to choose, they also need to be
24 responsible and informed. The chapter highlights the importance of consumer empowerment, where consumers
25 can make better choices if they have the right information and tools. However, it acknowledges that many
26 consumers are vulnerable due to misleading marketing, lack of knowledge, and financial problems. It calls for
27 efforts to protect and empower consumers, suggesting that businesses, governments, and organizations should
28 work together to help consumers make informed choices. This chapter sets the stage for understanding the
29 relationship between consumption, marketing, and consumer welfare, urging a balanced approach to empower
30 and protect consumers.
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32 The second chapter, "Evolution of Marketing" provides a thorough examination of how marketing has evolved
33 from its roots in applied economics to a complex discipline that now encompasses value creation, customer
34 retention, and societal impact. The chapter successfully highlights the shift from simple transactions to a broader
35 focus on delivering value to both customers and society. It effectively contrasts micro-marketing, which targets
36 specific consumer groups, with macro-marketing, which considers broader societal and environmental impacts.
37 The discussion on the three schools of marketing thought—the apologists, social marketers, and
38 reconstructionists—offers valuable insights into different perspectives on marketing’s role in society. The chapter
39 also addresses the integration of feminist ideals into marketing, showing how modern marketing aims to empower
40 women through positive representations. By emphasizing the need for continuous critique and adaptation in
41 marketing practices, especially with technological advancements, the chapter underscores the importance of
42 ethical and socially responsible marketing.
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44
45 In the third chapter, "Benefits and Detriments of Marketing" provides a balanced view of marketing's impacts,
46 highlighting its role in driving economic growth, job creation, and improving living standards, while also
47 supporting social causes and non-profit organizations. However, it critically addresses the darker aspects, such as
48 unfair practices like exploitative pricing and misleading advertisements, the promotion of materialism over social
49 values, and cultural homogenization due to globalization. The chapter also discusses the environmental damage
50 caused by marketing activities and unethical practices like greenwashing and pinkwashing, which mislead
51 consumers about companies' true social and environmental responsibilities. It calls for a balanced approach where
52 marketing not only drives economic benefits but also upholds ethical and sustainable practices to protect and
53 benefit society as a whole.
54
55 The fourth chapter, "Ethical Marketing" provides a thorough examination of ethical marketing, using The Body
56 Shop as an example of a company committed to sustainable and cruelty-free practices. It highlights the increasing
57 importance of ethics in marketing, defining ethics as moral standards that go beyond legal requirements. The
58 chapter addresses common criticisms of marketing, such as promoting materialism and misleading consumers,
59 and introduces concepts like socially responsible marketing (SRM) and quality-of-life (QOL) marketing, which
60 focus on consumer well-being and sustainability. It reviews ethical codes from organizations like the American
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 Marketing Association and the Canadian Marketing Association, emphasizing their role in guiding ethical
1 behavior. The chapter effectively argues that ethical marketing builds trust and long-term success, warning that
2 unethical practices can damage a brand's reputation and lead to financial losses. It calls for genuine ethical
3 behavior and clear communication to avoid consumer skepticism and enhance credibility.
4
5 In the fifth chapter, This book proposes the evolving goals of businesses from solely maximizing profits to also
6 prioritizing ethics, social responsibility, and environmental sustainability, known as the triple to quadruple bottom
7 line. It proposes adding technology as a fourth dimension, enhancing sustainability through digital advancements
8 like green technology and the circular economy. This integration reshapes the concept of sustainability, making
9 sustainable marketing and branding more prominent as the climate crisis urgency increases. Companies
10 incorporating ethical and sustainable marketing gain credibility with consumers.
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Five sustainable marketing principles are outlined: consumer-oriented marketing, customer value marketing,
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innovative marketing, sense-of-mission marketing, and societal marketing. These principles aim to create
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sustainable consumption and production. Corporate Social Responsibility (CSR) should be an integral, normative
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approach encompassing economic, legal, ethical, and transparent dealings with stakeholders, offering economic
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benefits beyond moral satisfaction.
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19 The book recommends adopting the traditional 4P marketing mix (product, price, place, promotion) with the 4C
20 model (customer value, cost, convenience, communication) to integrate sustainability from both consumer and
21 producer perspectives into marketing strategies. However, challenges include varying management capacity and
22 commitment, higher investment costs, particularly for SMEs, and the need for regulatory enforcement to support
23 sustainable practices.
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25 The sixth chapter, Social marketing is defined as the business strategy that encourages target consumers to adopt
26 behaviors that enhance both personal and societal welfare, aiming for behavioral change towards social goals.
27 Unlike conventional marketing, social marketing focuses on a customer-centric approach that merges social and
28 personal benefits to achieve widespread behavior change. This book explores the social marketing mix and
29 principles, such as social communication, policy and political power, and purse strings (donation funding),
30 offering a different perspective from traditional marketing.
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32 The book also discusses social entrepreneurship, which aims to create new, stable solutions for marginalized or
33 suffering segments of society. An example of successful social entrepreneurship is the Grameen Bank in
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Bangladesh. Social entrepreneurs act as catalysts for change in the economy, social programs, and funding
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methods.
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38 Critical marketing has gained popularity as a response to the potentially harmful effects of commercial marketing.
39 A critical social marketing approach allows for the reevaluation of marketing practices, generating solutions for
40 better practices and improved social marketing interventions. However, social marketing faces challenges and
41 barriers, including problem identification (individual vs. collective issues), project scale, data collection
42 difficulties, and strategic planning deviations. The book provides real case studies and solutions to overcome these
43 barriers for successful social marketing practice.
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45 As social and environmental issues become more pressing, this book offers a comprehensive overview and
46 practical guidance for establishing effective, sustainability-focused social marketing and entrepreneurship.
47
48 In the seventh chapter, "Consumer, Society and Marketing" explores how consumer roles are evolving, using the
49 VSCO girls as an example of promoting environmental sustainability through reusable products and thrifting. It
50 highlights the shift from passive consumers to active participants influencing market trends and business practices.
51 The chapter differentiates ethical, sustainable, and green consumption, showing how these thoughtful choices
52 impact the market. It also covers consumer activism, including boycotts and buycotts, and various forms of
53 consumer resistance, such as subvertising. Additionally, it examines alternative consumption methods like
54 thrifting and alternative currencies, emphasizing sustainability and community.
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57 The book "Consumer, Society and Marketing" explores various facets of marketing in relation to society and
58 consumer behavior. One of its key strengths is its comprehensive coverage of different marketing strategies and
59 their impacts on both businesses and consumers. The book emphasizes the importance of ethical marketing
60 practices, which enhance consumer trust and long-term business success. It also discusses innovative marketing
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 approaches and the integration of social entrepreneurship, highlighting their potential to address societal issues
1 while achieving business goals. However, the book sometimes delves into theoretical concepts without providing
2 sufficient practical examples, which might limit its applicability for practitioners. To improve, the book could
3 benefit from more case studies and real-world applications to better illustrate its points. Additionally,
4 incorporating more diverse perspectives from various industries and regions would enhance its relevance and
5 breadth.
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7 The conclusion of "Consumer, Society and Marketing" underscores its significant scholarly contribution to
8 understanding the intricate relationship between marketing practices, consumer behavior, and societal impacts.
9 The book encourages readers to engage with its comprehensive analysis of ethical, sustainable, and socially
10 responsible marketing, highlighting the importance of consumer empowerment and the evolving role of
11 consumers in influencing market trends. It addresses both the benefits and criticisms of marketing, offering
12 valuable insights into economic growth, innovation, and the ethical challenges facing the industry. This
13 interdisciplinary approach, combining theoretical perspectives with practical insights, makes the book an essential
14 resource for academics, practitioners, and policymakers aiming to promote ethical standards and positive societal
15 contributions in the field of marketing.
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18 Acknowledgments
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20 We express our deepest gratitude to the Indonesia Endowment Fund for Education (LPDP), Ministry of Finance
21 of the Republic of Indonesia, for funding our master’s studies.
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Declaration of interest

Declaration of interests

☒The authors declare that they have no known competing financial interests or personal relationships
that could have appeared to influence the work reported in this paper.

☐The authors declare the following financial interests/personal relationships which may be considered
as potential competing interests: