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<p>This study presents a novel regenerative service ecosystem learning framework (Reg-SELF), offering a critical distinction between <i>regenerative sustainability</i> and other incremental sustainability approaches. Building on literature in regenerative sustainability, transformative education, and marketing, the paper conceptualizes <i>regenerative learning</i> as a participative and reflexive practice, integrating it within the service-dominant logic framework to foster "inner sustainability" and cultural transformations across service ecosystems. Combining different sustainability perspectives—including service marketing, social marketing, and macro-marketing—this paper advances regenerative thinking in marketing theory and outlines a transformative learning path for embedding a regenerative approach into existing systems. Implications for the role of marketing are discussed, including proposing research avenues that explore how marketing can help weave more resilient and regenerative service ecosystems.</p>

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Beyond incrementalism: A regenerative learning model for sustainable marketing and service ecosystems

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年6月6日

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  • Fares Georges Khalil

摘要

This study presents a novel regenerative service ecosystem learning framework (Reg-SELF), offering a critical distinction between regenerative sustainability and other incremental sustainability approaches. Building on literature in regenerative sustainability, transformative education, and marketing, the paper conceptualizes regenerative learning as a participative and reflexive practice, integrating it within the service-dominant logic framework to foster "inner sustainability" and cultural transformations across service ecosystems. Combining different sustainability perspectives—including service marketing, social marketing, and macro-marketing—this paper advances regenerative thinking in marketing theory and outlines a transformative learning path for embedding a regenerative approach into existing systems. Implications for the role of marketing are discussed, including proposing research avenues that explore how marketing can help weave more resilient and regenerative service ecosystems.