sustainable marketing

Introduction

Sustainable marketing is an evolving field that seeks to align marketing practices with the principles of sustainability, encompassing economic, social, and environmental dimensions. This synthesis explores various perspectives and frameworks from recent research to understand how sustainable marketing can contribute to sustainable development.

Key Insights

Conceptual Frameworks for Sustainable Marketing:
- Sustainable marketing integrates green marketing, social marketing, and critical marketing to promote sustainable products, behaviors, and systemic changes .
- Three conceptualizations of sustainability marketing are identified: Auxiliary (sustainable products), Reformative (sustainable lifestyles), and Transformative (institutional and normative changes).
Role of Marketing in Sustainable Development:
- Marketing must shift from being market-driven to market-driving, focusing on promoting sustainable consumption and production practices.
- Sustainable marketing can help achieve economic prosperity, social equity, and environmental quality by fostering long-term relationships with the social and natural environment.
Challenges and Critiques:
- Traditional marketing theories are inadequate for addressing sustainability challenges, necessitating new theoretical developments and practical approaches .
- There is a need for optimal regulatory frameworks to govern marketing within ecological limits.
Educational and Practical Implications:
- Integrating sustainability into marketing curricula is essential, emphasizing a triple bottom line approach (economic, social, and environmental stewardship).
- Sustainable marketing activities, such as cultural promotion and environmental protection, positively impact brand image, trust, and loyalty.
Future Directions and Research Agenda:
- Future research should focus on developing sustainable people, alternative consumption models, and sustainable marketplaces.
- A comprehensive approach considering economic, environmental, social, ethical, and technological dimensions is crucial for effective sustainability marketing.

Conclusion

Sustainable marketing is a multifaceted field that requires integrating various marketing sub-disciplines and adopting new theoretical frameworks. By shifting from market-driven to market-driving practices, marketing can play a pivotal role in promoting sustainable development. Educational initiatives and regulatory frameworks are essential to support this transition, ensuring that marketing contributes to economic, social, and environmental sustainability.

Sustainable marketing

Summary

Introduction

Key Insights

Conclusion

Sources and full results

Sustainable Marketing

Sustainable marketing requires a critical reassessment of marketing theory and optimal regulatory frameworks to address its inherent drive toward unsustainability and contribute to sustainable economic development.

What do we mean by sustainability marketing?

Sustainability marketing can be divided into three conceptualisations: Auxiliary, Reformative, and Transformative, each focusing on different aspects of sustainability.

A framework for sustainable marketing

Sustainable marketing can be achieved through the integration of green, social, and critical marketing sub-disciplines.

Sustainable marketing activities of traditional fashion market and brand loyalty

Sustainable marketing activities in the traditional fashion market positively impact brand image, trust, satisfaction, and loyalty, leading to increased brand loyalty.

A blueprint for sustainability marketing

Sustainability marketing can be feasible and effective when considering economic, environmental, social, ethical, and technological dimensions, promoting greater sustainability.

Going Beyond Green: The “Why and How” of Integrating Sustainability Into the Marketing Curriculum

Integrating sustainability into marketing curricula can promote a "triple bottom line" approach, promoting environmental, social, and economic stewardship in decision-making.

Seeking sustainable futures in marketing and consumer research

This paper proposes a new research agenda for marketing and consumer research to address sustainability challenges and promote a sustainable future.

Sustainability marketing research: past, present and future

Sustainability marketing research from 1998-2013 shows promise, but future research should focus on broader systemic and institutional issues within the discipline.

Sustainable Marketing: Market-Driving, Not Market-Driven

Sustainable marketing should drive sustainable consumption through corporate marketing strategies and government interventions, addressing global issues like climate change and poverty.

The contribution of sustainable marketing to sustainable development

Sustainable marketing, focusing on long-term relationships with social and natural environments, can significantly contribute to sustainable development by promoting economic prosperity, social equity, and environmental quality.

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