Marketing as a Tool to Bridge the Gap Between Attitude and Sustainable Behavior

Abstract

The 2030 Agenda for Sustainable Development calls on all countries to adopt a series of measures to promote sustainability. The circular economy emerges as a new paradigm of production and consumption aligned with sustainable development represents a major challenge for all the agents involved. At the corporate level, it represents the inclusion of sustainable practices which put marketing in the spotlight of business strategy. In this context, education plays a decisive role in contributing to the sustainable development of societies, and this educational process can be promoted in different areas. The companies, for their potential to booster responsible demand from consumers, can be a powerful sustainability tool that contributes to reducing the gap between attitude and sustainable behavior. Based on a desk research methodology, this chapter pursues a twofold objective: to analyze whether there is a gap between consumers' stated attitude and sustainable behavior and to identify whether an appropriate marketing strategy can help overcome it.