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the segmentation approach

The second strand of sustainability marketing, arguably less developed, considers how marketers have a responsibility to design products that are more sustainable, but that are sold to consumers based on other decision-making attributes. One example is the difference between selling travel by train instead of flying, based not on its smaller carbon footprint but on convenience. The purpose here is for businesses to take responsibility to normalise the consumption of products with more sustainable features, through a better understanding of market needs and the marketing skills required to survive in a market-based economy (Grant, 2007Grant, J. (2007). The green marketing manifesto. Chichester: Wiley. [Google Scholar]). This approach is driven by customer-relevant sustainable product design and places the responsibility for sustainable tourism marketing with the producer and not the market. Many consumers feel it is the responsibility of tour operators and destinations to become more active in ensuring sustainability. As such this approach focuses on finding methods to make sustainable products more appealing to the marketplace, or to introduce sustainability features to the products currently bought by the market, without negatively affecting demand. This requires a greater commitment from suppliers, as the business case cannot often be made internally on the basis of accessing new target markets, and instead the focus is on business resilience and reputational risk management.