Sustainability Marketing Commitment Scale

What it measures

Measures the extent to which sustainability is a central, visible, and active component of a firm's marketing strategy and mix. Adapted from Tollin and Christensen (2019), who developed it based on a working definition requiring that sustainability: (1) is a central component of marketing strategy; (2) is manifested throughout the marketing mix; and (3) involves cross-departmental engagement. Validated in Vietnamese CMO sample. All seven items address different facets of how marketing commits to and operationalises sustainability.

Representative items

• One of the marketing's most important tasks is to disseminate information about customers' attitudes towards sustainability to other parts of the company (R&D, top management, value chain, etc.).
• The marketing function is very focused on promoting sustainability within the company.
• Marketing is very focused on educating our customers (and their customers) about sustainability and sustainable solutions.
• A central task for marketing is to initiate and manage the development of new products and services with a sustainability focus.
• Sustainability is an important aspect when we plan and implement advertising campaigns (e.g., using electronic rather than print channels).

Citation

Thu, N.N.Q., Kadirov, D., Fam, K-S., & Tho, N.D. (2023). Firms' sustainability marketing commitment: The roles of chief marketing officers' future focus and prosocial motivation. Journal of Macromarketing, 43(3), 306–321.