Sustainability, epistemology, ecocentric business and marketing strategy:ideology, reality and vision


This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other species' well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research.

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Divisions: College of Business and Social Sciences > Aston Business School > Work & Organisational Psychology
College of Business and Social Sciences > Aston Business School
Additional Information: The final publication is available at
Uncontrolled Keywords: sustainability,ecocentric business,epistemology,transitional,transformational,marketing strategy,vision,Law,Economics and Econometrics,Business and International Management,Business, Management and Accounting(all),Arts and Humanities (miscellaneous)
Publication ISSN: 1573-0697
Last Modified: 31 May 2024 07:09
Date Deposited: 21 Oct 2013 13:06
Full Text Link: http://link.spr ... 0551-012-1519-8
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2013-09
Authors: Borland, Helen (ORCID Profile 0000-0002-8664-0302)
Lindgreen, Adam



Version: Accepted Version

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