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2023 | Book

Theoretical Background: Responsible Consumption and Sustainability—Corporate Social Responsibility, Social Marketing, and Behavioral Economic Approaches Read chapter Read first chapter

Responsible Consumption and Sustainability

Case Studies from Corporate Social Responsibility, Social Marketing, and Behavioral Economics

Editors: Enrique Carlos Bianchi, Jose Luis Vazquez Burguete, M. Mercedes Galan-Ladero, Ana Lanero Carrizo

Publisher: Springer International Publishing

Book Series : Springer Business Cases

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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About this book

This book presents high-quality cases on the actions carried out by companies to minimize the social and environmental impact of the products (goods and services) they launch on the market. It also highlights the education campaigns that promote behavioral changes and new sustainable lifestyles that have been developed by all kinds of organizations (Public Administration, NGOs, and businesses), mainly from Corporate Social Responsibility, Social Marketing, and Behavioral Economics perspectives. International cases help students learn how management and corporate strategy, and the appropriate marketing strategies, can be designed with an aim to achieve responsible consumption and create sustainable lifestyles.

Table of Contents

Frontmatter
Theoretical Background: Responsible Consumption and Sustainability—Corporate Social Responsibility, Social Marketing, and Behavioral Economic Approaches
Abstract
The evolution of society and economic activity, particularly during the twentieth century, has created conditions that threaten the environment at the planet level, as well as the prosperity and well-being of society (Belz et al., 2013). The world scenario is changing as a result of current growth trends. The concentration of economic power, the denationalization of economies, the forms of production and consumption, market systems, socioeconomic imbalances, environmental impacts, and the effects of the presence of human beings on the planet constitute an unprecedented legacy.
Enrique Bianchi, Jose Luis Vazquez Burguete, M. Mercedes Galan-Ladero, Ana Lanero Carrizo

Sustainable Tourism and Fashion

Frontmatter
Corporate Social Marketing, Drunken Tourism and Sustainability: The Case of Meliá Hotels International in Magaluf, Spain
Abstract
This case study uses a corporate social marketing perspective to present an example of tourism sustainability promotion. It focuses on the case of Magaluf (Spain), a tourist destination known for its history of drunken tourism and balconing. This case study examines the actions of Meliá Hotels International, in particular the #TheNewMagaluf campaign. The campaign content was analysed. The analysis focused on the message, tone, purpose, graphic design, media and target audience. The impact of the online social marketing campaigns (mainly in terms of online traffic through views on YouTube and social media impact) was also analysed using Hashtagify. These social marketing actions, among others, have enhanced tourism sustainability in Magaluf and have created benefits for both companies and residents. They provide an opportunity to reposition the image of Magaluf.
Marco A. Cruz-Morato, Carla Rodriguez-Sanchez, Carolina Sanchez
Green Is in Fashion: Eco-Design and Circular Economy Strategies in the Fashion Industry
Abstract
The fashion industry has a huge impact on the environment. According to the United Nations (UN), it is the second most polluting industry in the world. On one hand, a high volume of water and large quantities of chemicals are used during a garment’s life cycle. What is more, the sector has a high carbon footprint given that factories are located in underdeveloped countries far from the main markets. But fashion is just the tip of the iceberg of the mass consumption society. The fashion industry’s marketing strategies encourage impulse buying through psychological obsolescence and by creating a sense of well-being. We are talking about fast fashion—low-cost products with a short useful life.
A shift is needed in the fashion industry to include the circular economy’s multi-R approach: reduce, redesign, reuse, repair or recondition, remanufacture, redistribute, recycle, recover and restore. This chapter explains how some major fashion brands are applying circular economy strategies, so we can reflect on how environmental sustainability has progressed. We will also consider if they are really eco-friendly marketing strategies or greenwashing.
In contrast to these fashion giants, we will analyse the case of the company Ecoalf. It is a company where eco-design is at the heart of all products and is a prime example of slow fashion. Under the slogan, “Because there is no planet B”, Ecoalf manufactures clothes from fishing nets, plastics recovered from the sea and used tyres.
Antonio Chamorro-Mera, Rafael Robina-Ramírez
Sustainable Business Models in Fashion Industry: An Argentine Social Enterprise Fostering an Inclusive and Regenerative Value Chain
Abstract
This case contributes to sustainable business model study, analyzing how an Argentine social enterprise (Animaná) and an NGO (nongovernmental organization) (HechoxNosotros [HXN]) in the fashion industry reach international sustainable luxury markets while generating a sustainable value chain and delving into their strategies to create, deliver, and capture economic, social, and environmental values simultaneously.
In addition, this case study extends the sufficiency and circular economy literatures, digging into marketing and production strategies that promote consumption reduction and ensure the highest utility and value of products, components, and materials always decoupling economic development from finite resource consumption.
María Fernanda Figueroa, Adriana Marina, Edison Irving Benites Leiva

Environment

Frontmatter
Want to Be Rewarded for Recycling? With RECICLOS You Can!
Abstract
Broadly speaking, socially responsible consumption is where consumers take into account traditional, environmental, social and ethical criteria from the moment they decide to buy a product to its disposal, by engaging in any available recycling options.
According to a report on the recycling of packaging waste published by Eurostat (Recycling rates for packaging waste, 2022) concerning the year 2019, the average recycling rate in the European Union rose to 64.4%; meanwhile, in Spain, this figure rose to 69.6%. In order to increase this rate, Ecoembes, the non-profit organisation responsible for coordinating light household packaging waste recycling in Spain, has launched the RECICLOS initiative.
The initiative consists of a Deposit Return Scheme (DRS) that uses mobile technology to encourage responsible environmental consumer behaviour by offering “rewards”. Every time consumers deposit waste packaging in the designated collection container, they register the deposit on the RECICLOS systems. They can then either claim sustainable, eco-friendly prizes beneficial to all or donate the reward to social or environmental projects and initiatives linked to sustainable mobility. The RECICLOS initiative can therefore be considered as an action that encourages socially responsible consumption.
Here, the RECICLOS initiative will be discussed, and the key results achieved since its launch will be explained.
M. Manuela Palacios-González, M. Soledad Janita-Muñoz
LessPack: A Project Helping Planet Sustainability
Abstract
One of the biggest threats to the sustainability of the planet is the growing volume of waste produced as a result of current production and consumption models. According to Eurostat, the volume of waste generated per European inhabitant has gradually increased in the last decade.
In response to this reality, various international organisations such as the UN and the European Union have established different action plans focusing on the circular economy. The aim is to avoid waste and encourage waste processing to produce high-quality secondary resources from it, which can then be integrated into an effective secondary raw materials market.
In 2019, the LessPack initiative was founded in Spain to support businesses, distributors and consumers. This collaborative project includes the involvement of non-profit organisations Ecoembes and the Asociación Vertidos Cero, as well as the private entity Recircular. Despite differences in their legal status, all of them are united in their concerns about the negative impact waste has on the planet.
The project promotes a reduction in packaging waste production and packaging reuse. The actions undertaken by this project can be divided into three main areas: identifying strategies to reduce packaging waste, delivering training activities and advice to businesses and developing a study on the consumer perceptions on this issue.
M. Manuela Palacios-González, Antonio Chamorro-Mera
Corporate Social Responsibility of “Ant Forest”: Ant Group’s “Internet + Tree Planting” Public Welfare Project
Abstract
Ant Forest is an “Internet + tree planting” public welfare project initiated by Alipay (a third-party payment platform) in 2016. Ant Forest innovatively adopts the “public welfare” and “gamification” model, considering public welfare value and market economic value. The “gamification” model enhances the connection and interaction between the participants and stimulates the participants’ pursuit of emotions. This is a further manifestation of the social nature of Ant Forest.
This case takes Ant Forest as an example to deeply explore the application of corporate social responsibility in green public welfare. Based on the value co-creation theory, this case analyzes the relationship between the six main stakeholders (participants, platforms, nonprofit organizations, planting regions, government, and external companies) of Ant Forest’s “Internet + tree planting” project. Driven by demand, six relevant parties took value co-creation actions and finally achieved the result of value co-creation and achieved a mutually beneficial and win-win situation. This model also provides sustainable support for public welfare tree planting and low-carbon emission reduction. Ant Forest uses the social relationships of the participants to convey the idea of green and low-carbon life, aiming to form social change. This will have an important impact on efforts to achieve SDG 12.
Estela Núñez-Barriopedro, Pedro Cuesta-Valiño, Yanhua Yang

Sustainable Business

Frontmatter
GreenBox: Ethics, Sustainable Management, and Social Commitment
Abstract
In the last ten years, the aquifers of the Yucatan Peninsula, specifically the Mexican Caribbean, have faced the greatest pollution in their history due to the hyperconsumption of plastics, the overexploitation of natural resources, and intensive production systems. This has generated a demand for attention to the problem from the various sectors of society. Therefore, the different actors in society developed a series of actions aimed at contributing to the reduction of pollution in the State of Quintana Roo, Mexico. The government enacted a law to regulate the consumption of plastic materials and some companies, together with social organizations, and implemented corporate social responsibility (CSR) programs as part of their commitment to society. From its scope, resources, and institutional capacities, each organization has contributed to generating a social agreement to avoid a water crisis. The objectives of this case study were as the following:
(a)
Identify the consequences (environmental, social, and economic) of the pollution of the coasts of the Mexican Caribbean due to the use of plastics.
 
(b)
Understand, from the ethical perspective of corporate social responsibility (CSR), the social role of companies toward environmental problems.
 
(c)
Examine GreenBox’s business model based on CSR.
 
(d)
Analyze the actions carried out by the GreenBox company to comply with its legal obligations, endorse its social commitment, and build a reputation.
 
Juana Edith Navarrete-Marneou, Edgar Alfonso Sansores-Guerrero
Corporate Social Responsibility (CSR) and Sustainable Production in the Wine Industry: “Familia Torres”
Abstract
“Familia Torres” is a Spanish wine producer and marketer with over a century of experience in the traditional production of wine. From the beginning, exports have been one of the company’s key cornerstones, and “Familia Torres” wines can today be found in over 150 countries.
But it is also a sustainable company. The whole organization is oriented on creating biological products and CSR initiatives are important. “Familia Torres”, as an environmentally aware corporation, is particularly worried about how climate change would affect the wine industry. As a result, one of the company’s programs is “The Torres & Earth Program”, created to implement actions that assist in limiting the effects of climate change.
One of the main collaborations of the company is the International Wineries for Climate Action (IWCA) (IWCA (International Wineries for Climate Action): https://​www.​iwcawine.​org/​), which is a collaborative working group that addresses climate change through creative carbon reduction measures. “Familia Torres” meets a set of criteria, which applies to promoting sustainability through four pillars: greenhouse gas (GHG) reduction, water management, waste reduction, and energy efficiency and renewable energy promotion.
Also “Familia Torres” manages to deal with the other widely spread problems. For example, since 1988, Familia Torres has worked with the Mas Albornà Foundation, which promotes the employability of people with intellectual disabilities.
Estela Núñez-Barriopedro, Blanca García-Henche, Mariam Tkhinvaleli
Providing Sustainable Solutions in Chile: Neptuno Pumps—Innovation That Flows
Abstract
In view of the Sustainable Development Goals (SDG), and SDG 12 in particular—responsible consumption and production—it was clear to Neptuno Pumps how important the efficient use of natural resources was (https://iki-alliance.mx/wp-content/uploads/Consumo-sustentable-y-reciclaje-de-residuos-electr%C3%B3nicos-M%C3%A9xico-y-Alemania.pdf ). Established in 1972 and located in the Atacama Desert in Chile—the most arid place on the planet—this company was the first pump producer in the world to use industry 4.0 technology solutions such as 3D printing, computer simulations, and advanced manufacturing to develop reliable solutions and energy-efficient equipment that are fully customized to consumer needs and to facilitate efficient, sustainable, and innovative services by recycling, remanufacturing, and reusing.
Luis Manuel Cerda-Suarez, Iria Paz-Gil, Dolores Lucia Sutil-Martin

Sustainable Multinational Enterprises

Frontmatter
YPF Sustainability: Renovation of Service Stations and YPF Full Stores
Abstract
Yacimientos Petrolíferos Fiscales (YPF) celebrated its 100-year anniversary on June 3, 2022. Recently, more than 300 YPF service stations and their YPF Full stores from all over the country have been renovated, following environmental and social sustainability criteria. Today, they not only have state-of-the-art pumps but also an area to rest or relax and food stores where travelers and customers may enjoy a meal with healthy gourmet products.
This case study describes the remodeling program carried out by YPF which followed three sustainability criteria in the following: (a) construction, including the use of sustainable materials such as thermal material or special glasses resistant to shocks and sudden changes in temperature, (b) the use of modern technology in touchless activation devices and lights with motion sensors that save resources and help comply with healthcare (hygiene) regulations, and (c) investments in solar collectors to heat water and generate solar power to reduce energy costs.
Following the Sustainable Development Goal—SDG 12 (titled “responsible consumption and production”), the program demonstrates YPF’s environmental care commitment and social commitment to its customers, assumed since it launched the renovation plan for its service station and FULL stores.
Enrique Carlos Bianchi, Cecilia Bianchi
When Responsible Production and Consumption Matter: The Case of Danone
Abstract
Commitment by all stakeholders to responsible production and consumption is transforming the until now predominant form of business, as well as political and financial activities and consumer decision-making. Companies must be aware that natural resources are limited and can no longer be misused. This means seeking new production models, redesigning products, reusing materials that were previously considered waste, and reducing consumption. Consumers, meanwhile, should change their consumption habits. This latter group is demanding social responsibility from companies and brands through their actions, which are in turn raising greater environmental awareness. Legal and political aspects are also embracing this new paradigm. Danone is one company that has initiated change to comply with the Sustainable Development Goals (SDGs). Here, we analyze how this process is unfolding and the milestones that have been achieved.
Alicia Izquierdo-Yusta, M. Dolores Méndez-Aparicio, Ana Isabel Jiménez-Zarco, M. Pilar Martínez-Ruíz
Socially Responsible Actions for a Sustainable Life Model: The Case of the BBVA Financial Group in Mexico
Abstract
This case study exposes the actions developed by BBVA Mexico Financial Group, which by its actions encourage a sustainable business and social model. BBVA Mexico increased sustainable financing by 373% in 2021, causing the emission of five green bonds and two social bonds by the International Capital Market Association, in accordance with the framework for the emission of bonds linked to the Sustainable Development Goals (SDGs). BBVA Mexico counts has programs for enhancing gender equality, optimal work conditions, scholarships for Mexican youth, the promotion of renewable energy sources, and the fixation of intermediate objectives for the decarbonization of the investment wallet in four different industries which are intensive regarding the emissions of carbon dioxide (CO2); BBVA Mexico Financial Group obtained the first place on the ranking of the Most Responsible Companies in Mexico within the financial sector and overall the third place on the “Merco Responsibility ESG (Environmental, Social and Governance),” consolidating themselves as one of the leading banks regarding the scope of sustainability.
Lucirene Rangel-Lyne, Ricardo Alberto Sánchez-Jaime, Ma. De Lourdes Cuellar-Hernández, Dionicio Morales-Ramírez
Sustainable Cosmetics and Perceived Brand Image on Social Networks: Comparison Between Millennial and Centennial Women
Abstract
Nowadays, cosmetics represent one of the sectors in which the growing demand for sustainable product lines is most appreciated. Due to this reason, different companies seek to link sustainability to their brands through social media campaigns, a practice common both to cosmetics firms linked from their very beginning to such sustainability principles and to more conventional brands, traditionally more linked to health and beauty values, and looking for a change in their positioning.
Regarding the latter, it is worth asking whether these campaigns are equally effective in transmitting a sustainable brand image despite the brand’s previous trajectory or, on the contrary, they are perceived as image laundering, then generating rather scepticism in the market. Doubts also arise on the similarity (or not) of the perception of brands by consumers, regardless of the generation they belong to.
In this context, the positioning of several sustainable and conventional cosmetic brands is analysed, considering the generation of belonging of a group of young female consumers (millennials and centennials) and their perception of brand image built through advertising on social networks.
César Sahelices-Pinto, Ana Lanero Carrizo, Jose Luis Vazquez Burguete

Sustainability in/from Other Organizations

Frontmatter
Responsible Consumption and Global University Sustainability Through the UI GreenMetric World University Rankings
Abstract
The UI GreenMetric World University Rankings measure the implementation of the Sustainable Development Goals (SDGs) at universities and assess the current position and policies related to responsible consumption and sustainability at higher education institutions.
The ranking groups the SDGs into six major blocks: setting and infrastructure, energy and climate change, waste, water, transportation, and education and research, offering an accurate snapshot of the current situation among universities in terms of meeting the SDGs from a university social responsibility perspective.
This paper takes as a reference the top 100 universities appearing in the UI GreenMetric World University Rankings (2021) and seeks to identify the universities that implement best practice in responsible consumption and sustainability in each block, exemplify some of them and promote reflection on and better designs for university social responsibility strategies.
Tania Blanco-Sánchez, María Victoria Carrillo-Durán, María García-García
Understanding the Evolution of Organizations Towards a Sustainable Business Model Within the Framework of the SDGs: The Case of Laboratorio de Hemoderivados-UNC
Abstract
The purpose of this case is to contribute to the debate on the integration of sustainability and social responsibility (SR) in the management of organizations. This discussion has generally focused on the sustainability and SR actions carried out by companies (the what), or on their motivations to integrate them into management (the why), and less on the understanding of the change process faced by organizations to evolve towards ‘sustainable business’ models (the how).
This case proposes the approach of a sustainable business model, with an integral vision of social responsibility and sustainability (SR&S), from the perspective of a university-managed public pharmaceutical company: Laboratorio de Hemoderivados de la Universidad Nacional de Córdoba-UNC (Blood Derivatives Laboratory of the National University of Córdoba), Argentina.
The analysis is aimed at the evolution of its business model, consumption actions and responsible production and sustainability reports, from a systemic vision that involves the wide variety of stakeholders related to the laboratory, emphasizing SDG 12 responsible production and consumption in terms of its dual role as a public company and university.
Natacha Beltrán, Sergio Oviedo, Carina Dolores Oliva, Maria Angel Gomez-Auad, Juan Manuel Benegas-Prado Loyo, Mariana Mendoza, Paulo Alejandro Morales
Fair Trade: A Path Towards Responsible Consumption and Sustainability. The Case of Medicus Mundi
Abstract
Fair Trade (FT), which emerged in the mid-twentieth century, is a global movement that promotes an alternative type of trade to conventional one: it seeks greater equity in international trade and bases commercial relations on dialogue, transparency, and respect, thus contributing to sustainable development. It is based on production and marketing methods that give priority to people (social benefits) and the planet (environmental benefits) rather than to the economy (maximization of economic benefits). It currently includes marketing food products, handicrafts (textiles—clothing and household items—bijoux and jewelry, accessories, decoration), cosmetics, cleaning products, toys, books, and stationery.
This case focuses on Medicus Mundi, a non-governmental development organization (NGDO) that, to achieve its goal of “Health for All,” aims to eradicate poverty so that everyone can live in dignity and enjoy the right to health in its broadest sense. To this end, in addition to development and humanitarian aid projects, as well as educational initiatives for social transformation, this NGDO fosters Fair Trade. In this way, by promoting quality products (traditional, natural, and, in a significant percentage, organic ones) and an economic model that ensures decent working conditions and remuneration, this organization contributes to sustainability and the achievement of different SDGs (in particular, SDG 12—responsible production and consumption).
Pilar Fernandez-Ferrin, M. Mercedes Galan-Ladero, Sandra Castro-Gonzalez, Belén Bande
Metadata
Title
Responsible Consumption and Sustainability
Editors
Enrique Carlos Bianchi
Jose Luis Vazquez Burguete
M. Mercedes Galan-Ladero
Ana Lanero Carrizo
Copyright Year
2023
Electronic ISBN
978-3-031-30742-3
Print ISBN
978-3-031-30741-6
DOI
https://doi.org/10.1007/978-3-031-30742-3