Future Sustainability, Innovation and Marketing: A framework for understanding impediments to sustainable innovation adoption and corporate social responsibility

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    Sustainable innovations and socially responsible marketing practices are critical for future sustainability. This chapter presents a case study analysis of three research projects that, in conjunction with observations of contemporary business and marketing practice trends, draws out key perspectives on impediments to innovation adoption and future sustainability. Poor government and regulatory policies, as well as irresponsible business activities, are highlighted as significant hindrances to environmentally and socially responsible behaviours. A framework summarising the different impediments to sustainable innovation adoption is subsequently presented, which includes the radicalness of the innovation, internal and external barriers, unintended negative consequences, as well as unsustainable and irresponsible marketing practices. By highlighting these elements, the framework will help researchers to identify ways to speed up rates of sustainable innovation adoption. The feasibility of future sustainability is also discussed, with potential solutions to key global social and environmental challenges presented. While the relevant case studies relate to three different sectors in Australia, the findings, framework and subsequent recommendations should be relevant to a much wider range of innovation and sustainability contexts.
    Original languageEnglish
    Title of host publicationThe Components of Sustainable Development
    Subtitle of host publicationEngagement and Partnership
    EditorsD Crowther, S Seifi
    Place of PublicationSingapore
    PublisherSpringer Nature
    Chapter5
    Pages63-80
    Number of pages18
    Edition1
    ISBN (Electronic)978-981-13-9209-2
    ISBN (Print)978-981-13-9208-5
    DOIs
    Publication statusPublished - 2019

    Publication series

    NameApproaches to Global Sustainability, Markets, and Governance
    ISSN (Print)2520-8772
    ISSN (Electronic)2520-8780

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