This preview article introduces the second installment of a double special issue on “Sustainability as Megatrend” and presents a summary of the research. Connections are made with the first special issue published in September 2014, and the authors conclude with a special thank you to the authors, reviewers, and Editor-in-Chief for their roles in the preparation of the two special issues.
BeverlandMichael B. (2014), “Sustainable Eating: Mainstreaming Plant-Based Diets in Developed Economies,”Journal of Macromarketing, 34(3), 369–82.
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ChatzidakisAndreasLeeMichael S. W. (2012), “Anti-consumption as the Study of Reasons Against,”Journal of Macromarketing, 33(3), 190–203.
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CumminsShannonReillyTimothy M.CarlsonLesGroveStephen J.DorschMichael J. (2014), “Investigating the Portrayal and Influence of Sustainability Claims in an Environmental Advertising Context,”Journal of Macromarketing, 34(3), 332–48.
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EkströmKarin M.SalomonsonNicklas (2014), “Reuse and Recycling of Clothing and Textiles—A Network Approach,”Journal of Macromarketing, 34(3), 383–99.
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GuillardValérieRouxDominique (2014), “Macromarketing Issues on the Sidewalk: How ‘Gleaners’ and ‘Disposers’ (Re)Create a Sustainable Economy,”Journal of Macromarketing, 34(3), 291–312.
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HumphreysAshlee (2014), “How is Sustainability Structured? The Discursive Life of Environmentalism,”Journal of Macromarketing, 34(3), 265–81.
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KilbourneWilliam E.BeckmannSuzanne C. (1998), “Review and Critical Assessment of Research on Marketing and the Environment,”Journal of Marketing Management, 14(6), 513–32.
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McDonaghPierreAndrea ProtheroA. (2014a). “Introduction to the Special Issue Sustainability as Megatrend I,”Journal of Macromarketing, 34(3), 248–52.
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McDonaghPierreAndreaProthero (2014b), “Sustainability Marketing Research: Past, Present and Future,”Journal of Marketing Management, 30(11-12), 1186–219.
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MittelstaedtJohn D.ShultzClifford J.IIKilbourneWilliam E.PetersonMark (2014), “Sustainability as Megatrend: Two Schools of Macromarketing Thought,”Journal of Macromarketing, 34(3), 253–64.
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OurahmouneNacimaBinningerAnne-SophieRobertIsabelle (2014), “Brand Narratives, Sustainability, and Gender: A Socio-semiotic Approach,”Journal of Macromarketing, 34(3), 313–31.
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PhippsMarcusBrace-GovanJan (2011), “From Right to Responsibility: Sustainable Change in Water Consumption,”Journal of Public Policy & Marketing, 30(2), 203–19.
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ProtheroAndreaFitchettJames A. (2000), “Greening Capitalism: Opportunities for a Green Commodity,”Journal of Macromarketing, 20(1), 46–55.
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ScottKristinMartinDiane M.SchoutenJohn W. (2014), “Marketing and the New Materialism,”Journal of Macromarketing, 34(3), 282–90.
ViscontiLuca M.MinowaYukoMaclaranPauline (2014), “Public Markets: An Ecological Perspective on Sustainability as a Megatrend,”Journal of Macromarketing, 34(3), 349–68.
