Sustainable marketing

Abstract

This entry theoretically underpins the term “sustainable marketing”, focuses on its evolutionary pathway, and considers current and future avenues of investigation. Aiming at the enhancement of social, environmental and economic pillars, sustainable marketing serves as an integral part of modern corporate social responsibility practices, with arguing that sustainable marketing is responsible for marketing sustainability. That is, businesses and other actors promoting practices that enhance awareness, trust and understanding while assisting with deviating from apathy on sustainability issues among consumers. Sustainable marketing has a structural interactive relationship with consumers and has evolved from marketers adapting their practices to accommodate emerging ethical needs of consumers to promoting behaviors that heighten sustainability. As technology continues to evolve, innovations come with social, environmental and economic caveats. Based on the present definition of the term, sustainable marketing’s aims and responsibilities are labelled but clearly expanding to address emerging unsustainable practices, within the domain of marketing, while promoting sustainable alternatives.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 6 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.