Sustainable Marketing
Lead Researchers: Prof Ken Peattie, Dr Sue Peattie, Dr Kirsty Golding (Alumni), Prof Andy Crane (Alumni)
BRASS has been at the forefront of developing models for the integration of sustainability principles into marketing theory and practice and into the relationships between consumers and businesses. BRASS’s research work in this area has sought to challenge conventional marketing wisdom and models including the classification and segmentation of "green consumers" and the interpretation of their behaviour and motivations; environmental new product development; and the development of an alternative approaches to food labelling.
Professor Ken Peattie is a longstanding member of the Chartered Institute of Marketing’s Steering Group on Sustainability and CSR in Marketing and is the coauthor of a BRASS published guide to sustainability marketing, and of the online resource for marketers, the Sustainable Marketing Knowledge Network (Smart-Know:Net). A new book on the subject, co-authored with Frank Belz will be published during 2009.
