This introduction to the first installment of a double special issue on “Sustainability as Megatrend” provides a summary of the nine articles presented here, against a backdrop of the importance the Journal of Macromarketing has placed on sustainability research. We wish to thank all of our authors for submitting their scholarship. With their contributions, the standing of this Journal in the sustainability discourse is guaranteed well into our futures.
AssadourianEric (2010), “Transforming Cultures: From Consumerism to Sustainability,”Journal of Macromarketing, 30 (2), 186–191.
2.
BookchinMurray (1980), Towards an Ecological Society. Montreal, Canada: Black Rose Books.
3.
BurroughsJames E. (2010), “Can Consumer Culture be Contained? Comment on ‘‘Marketing Means and Ends for a Sustainable Society,”Journal of Macromarketing, 30 (2), 127–132.
4.
CarlsonLes,StephenJ. GroveNormanKangun,PolonskyMichael J. (1996), “An Intemational Comparison of Environmental Advertising: Substantive Versus Associative Claims,”Journal of Macromarketing, 16 (2), 57–68.
5.
ChatzidakisAndreaLeeMichael S. (2013), “Anti-consumption as the Study of Reasons Against,”Journal of Macromarketing, 33 (3), 190–203.
6.
ClaudyMariusPetersonMarkO’DriscollAidan (2013), “Understanding the Attitude-Behavior Gap for Renewable Energy Systems Using Behavioral Reasoning Theory,”Journal of Macromarketing, 33 (4), 273–287.
7.
CraneAndrew (2000), “Marketing and the Natural Environment: What Role for Morality?”Journal of Macromarketing, 20 (2), 144–154.
8.
de CoverlyEdd,McDonaghPierreO’MalleyLisaPattersonMaurice (2008), “Hidden Mountain The Social Avoidance of Waste,”Journal of Macromarketing, 28 (3), 289–303.
9.
D'SouzaClareTaghianMehdi (2010) “Integrating Precautionary Principle Approach in Sustainable Decision-Making Process: A Proposal for a Conceptual Framework,”Journal of Macromarketing, 30 (2), 192–199.
10.
DolanPaddy (2002), “The Sustainability of “Sustainable Consumption,”Journal of Macromarketing, 22 (2), 170–181.
11.
FiskGeorge (1973), “Criteria for a Theory of Responsible Consumption,”The Journal of Marketing, 37 (2), 24–31.
12.
FullerDonald A.AllenJeffGlaserMark (1996) “Materials Recycling and Reverse Channel Networks: The Public Policy Challenge,”Journal of Macromarketing, 16 (1), 52–72.
13.
HarveyMichael G. (1995), “The MNCs Role and Responsibility in Deforestation of Tropical Forests,”Journal of Macromarketing, 15 (2), 107–127.
14.
HoltDouglas (2012), “Constructing Sustainable consumption,”The ANNALS of the American Academy of Political and Social Science, 644 (November), 236–255.
15.
HuntShelby D. (2012), “Toward the Institutionalization of Macromarketing Sustainable Enterprise, Sustainable Marketing, Sustainable Development, and the Sustainable Society,”Journal of Macromarketing, 32 (4), 404–411.
16.
HutterKatherinaHoffmannStefan (2013), “Carrotmob and Anticonsumption: Same Motives but Different Willingness to Make Sacrifices?”Journal of Macromarketing, 33 (3), 217–231.
17.
KadirovDjavlonbekVareyRichard J. (2011), “Symbolism in Marketing Systems,”Journal of Macromarketing, 31 (2), 160–171.
18.
KilbourneWilliam E. (2010), “Facing the Challenge of Sustainability in a Changing World: An Introduction to the Special Issue,”Journal of Macromarketing, 30 (2), 109–111.
19.
KilbourneWilliam E.CarlsonLes (2008), “The Dominant Social Paradigm, Consumption, and Environmental Attitudes: Can Macromarketing Education Help?”Journal of Macromarketing, 28 (2), 106–121.
20.
KilbourneWilliam E.McDonaghPierreProtheroAndrea (1997), “Sustainable Consumption and the Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm,”Journal of Macromarketing, 17 (1), 4–24.
21.
KotlerPhilip (2011), “Reinventing Marketing to Manage the Environmental Imperative,”Journal of Marketing, 75 (4), 132–135.
22.
LewinJeffrey E.StruttonDavidPaswanAudhesh K. (2011), “Conflicting Stakeholder Interests and Natural Gas A Macromarketing Perspective,”Journal of Macromarketing, 31 (4), 340–358.
23.
McDonaghPierreBreretonPat (2010), “Screening Not Greening: An Ecological Reading of the Greatest Business Movies,”Journal of Macromarketing, 30 (2), 133–146.
24.
McDonaghPierreProtheroAndrea (Eds). (1997), Green Management: A Reader. London, UK: Dryden Press.
25.
MitchellRobert W.WooliscroftBenHighamJames (2010), “Sustainable Market Orientation: A New Approach to Managing Marketing Strategy,”Journal of Macromarketing, 30 (2), 160–170.
26.
PetersonMark (2012), “Envisioning and Developing Sustainable Enterprise A Macromarketing Approach,”Journal of Macromarketing, 32 (4), 393–396.
27.
ProtheroAndreaMcDonaghPierreDobschaSusan (2010), “Is Green the New Black? Reflections on a Green Commodity Discourse,”Journal of Macromarketing, 30 (2), 147–159.
28.
ProtheroAndreaFitchettJames A. (2000), “Greening Capitalism: Opportunities for a Green Commodity,”Journal of Macromarketing, 20 (1), 46–55.
29.
ReppelAlexander E. (2012), “Reflections on Sustainable Enterprise: A Macromarketing Approach for Macromarketing Education,”Journal of Macromarketing, 32 (4), 397–403.
30.
SamliA. Coskun (1998), “A Method for Assessing the Environmental Friendliness of Products,”Journal of Macromarketing, 18 (1), 34–40.
31.
SchaeferAnjaCraneAndrew (2005), “Addressing Sustainability and Consumption,”Journal of Macromarketing, 25 (1), 76–92.
32.
SjolanderRichardChenHenry C. K. (1989), “The Macromarketing Effects of Beverage Container Legislation,”Journal of Macromarketing, 9 (1), 24–34.
33.
ThøgersenJohn (2010), “Country Differences in Sustainable Consumption: The Case of Organic Food,”Journal of Macromarketing, 30 (2), 171–185.
34.
vanDamYnteK.ApeldoornPaul A. C. (1996), “Sustainable Marketing,”Journal of Macromarketing, 16 (2), 45–56.
35.
VareyRichard J. (2010), “Marketing Means and Ends for a Sustainable Society: A Welfare Agenda for Transformative Change,”Journal of Macromarketing, 30 (2), 112–126.
36.
ViswanathanMadhuJungKijuVenugopalSrinivasMinefeeIshvaInWoo Jung (2014), “Subsistence and Sustainability: From Micro-Level Behavioral Insights to Macro Level Implications on Consumption, Conservation, and the Environment,”Journal of Macromarketing, 34 (1), 8–27.
