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.
|Title of host publication||The Components of Sustainable Development|
|Subtitle of host publication||Engagement and Partnership|
|Editors||D Crowther, S Seifi|
|Number of pages||18|
|Publication status||Published - 2019|
|Name||Approaches to Global Sustainability, Markets, and Governance|
Greenland, S. (2019). Future Sustainability, Innovation and Marketing: A framework for understanding impediments to sustainable innovation adoption and corporate social responsibility. In D. Crowther, & S. Seifi (Eds.), The Components of Sustainable Development: Engagement and Partnership (pp. 63-80). (Approaches to Global Sustainability, Markets, and Governance). Springer Nature. https://doi.org/10.1007/978-981-13-9209-2_5