Underpinning the emergence of sustainability marketing: a comprehensive review of literature & future research agenda
2020
Jain, Ruchi | Matharu, Manita | Bulsara, Hemantkumar
With the launch of the 17 Sustainable Development Goals (SGDs) agreed by 193 UN member states, the approach of fundamental methods and techniques of doing the business has shifted. The SDGs provide a visionary framework for business growth and investments. The role of sustainability is intensifying and businesses would require aligning their practices for sustainable development. This article is conceptual in nature and aims to provide a theoretical underpinning to the emergence of sustainability marketing. This study is an attempt to provide an insight into the emerging concept of sustainability marketing through a comprehensive review of the available literature by utilising the historical research and content analysis methods. This article is conceptual in nature and presents a logical evolution of sustainability marketing approach that is explained through three phases i.e., Pre 1970s, 1970s - 1990s and late 1990s to the present. This research proposes a ‘simplified sustainability marketing-mix framework’ that intends to assist managers to discourse the sustainability as a ‘gift’ for exploring the opportunities that it has opened with proactive decision making. This work also suggests formulating the probable future research lines that can be focused by researchers.
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