Internal social marketing, servicescapes and sustainability: a behavioural infrastructure approach

This ongoing research study aims to establish a benchmark for sustainability within an organisational context. A group of experts in the fi eld of sustainability education have provided answers to how they implement sustainability within their organisations. This will present a picture of what are the barriers and facilitators for sustainable behaviours in an organisational context, where multiple behaviours are required for sustainable practice. Herremans and Reid ( 2002 ) suggest that for any action to be truly sustainable, it should also consider the social, environmental and fi nancial dimensions. That is, without all three dimensions being traded off equally, one will take precedence over the other. For example, cheap recycling facilities and a market for the recycled product are a prerequisite to actual recycling occurring; for without this, fi nancial sustainability will take precedence. For true sustainability, consideration must be given to the combination of the three dimensions of sustainability. Given the trade offs that need to be made, it is extremely diffi cult to determine the 'right' thing to do. In order to improve the quality of life for all stakeholders involved in fostering sustainability, it is important that organisations engage motivated individuals in creating systems of interactions. Such systems will enable people to participate in resolving social-structural problems such as sustainability.