Marketing Implications of Sustainability

Abstract

This dissertation considers the marketing implications of sustainability. In particular, I study the spillovers of an environmental challenge and a sustainable alternative to marketing practices. The first essay documents an increase in consumer spending with higher levels of air pollution. Moreover, the prominent effect in hedonic categories suggests mood regulation as an underlying mechanism, where the nature of its consumption helps reduce individuals’ negative affect. The second essay reveals consumers’ increased restaurant visits in the presence of e-scooters in urban areas. Moreover, the greater benefits in cities with lower urban accessibility suggest an instrumental role of such micromobility in reducing transportation costs. This mechanism particularly helps restaurants with lower popularity, which brings an advantage to businesses in the long tail, addressing their geolocational inequalities. The two essays provide implications for marketing researchers and practitioners to improve the local economy and develop a sustainable society for consumer welfare.