Issue №2, 2019

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Case. Sustainable Marketing encourages Sustainable Behavior: are the Russian smoker ready to adopt the sustainable consumption models?

DOI: 10.34130/2070-4992-2019-2-115-131

Full article 

Yuldasheva O. U. — Saint-Petersburg State University of Economics, Saint-Petersburg, Russia; Doctor of Economics, Professor, Head of Marketing Department, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Smirnova T. N. — National Research University “Higher School of Economics”, Saint-Petersburg campus, Saint-Petersburg, Russia; Master of Management, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Solovijova J. N. — Saint-Petersburg State University of Economics, Saint-Petersburg, Russia; Doctor of Economics, Professor of Marketing Department, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

 

The article presents the theoretical basis for the development of the sustainable marketing concept as a consequence of the adoption of the sustainable development at the UN level. The authors define the nature of sustainable marketing, sustainable behavior, sustainable product (solutions) and sustainable consumption patterns. The article shows that there is Community-Based Social Marketing (CBSM). This is an approach, which is used by many companies and governments to encourage the transition to sustainable behavior and consumption patterns. This approach can be the basis for the study of current consumer behavior and the design of new sustainable patterns with their subsequent promotion in the target consumer’s segments. The demonstration of the practice of sustainable marketing was carried out on the basis of the case study of the global corporation «Philip Morris International» (PMI), which successfully brought to the market a new «low-risk» product – the heating tobacco system «IQOS» – and conducts an active marketing campaign on the transfer of adult cigarette smokers to a new, sustainable behavior pattern and smokeless consumption. The case study demonstrates how the company's orientation towards sustainable development transforms the mission, the corporate’s culture, the management system and the company's entire operations, including its value chain, marketing activity and customer relations. The case study shows the use of social marketing at the community level, which transforms consumer behavior, encouraging the transition to sustainable consumption patterns. The case study presents a comparative study of the motives of the two IQOS consumer segments in the transition to a new model of sustainable behavior. The proposed case is intended for discussion with students in the framework of the courses «Marketing», «Sustainable Marketing», «Marketing Communications».

Keywords: Sustainable marketing, sustainable behavior, sustainable product, sustainable consumption patterns, community-based social marketing, case-study.

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For citation: Yuldasheva O. U., Smirnova T. N., Solovijova J. N. Case. Sustainable Marketing encourages Sustainable Behavior: are the Russian smoker ready to adopt the sustainable consumption models? // Corporate governance and innovative economic development of the North: Bulletin of the Research Center of Corporate Law, Management and Venture Capital of Syktyvkar State University. 2019. No. 2. Р. 115–131. DOI: 10.34130/2070-4992-2019-2-115-131.