Jaipuria International Journal of Management Research

Shilpa Bagdare ¹

Affiliations
1 International Institute of Professional Studies, Devi Ahilya Vishwavidyalaya, Khandwa Road, Indore – 452 017, IN

Abstract

Twenty first century is witnessing a growing concern towards society and environment along with the economic advantages of business. Sustainable development has emerged as global agenda for debate, discussions, research, planning and action programs. Business organizations are realizing to integrate sustainability dimension into their strategies. Sustainability marketing represents a paradigm shift in marketing thought process towards sustainable development in terms of triple bottom line - people, planet and profit. It has gradually evolved from an initial focus on exchange of products to selling, marketing organization, customer, societal and sustainability issues. The present paper is an attempt to conceptualize the evolution of sustainable marketing in the light of theoretical foundations. It presents a historical account of sustainability marketing, suggests a definition and proposes a conceptual framework to represent the interplay of multiple stakeholders in the whole process. The paper also provides important insights for scholars and practitioners.

Keywords

Sustainability Marketing, Sustainable Development, Ecological Marketing, Green Marketing.

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Shilpa Bagdare ¹

Affiliations
1 International Institute of Professional Studies, Devi Ahilya Vishwavidyalaya, Khandwa Road, Indore – 452 017, IN

Abstract

With the growing global concern and initiatives towards sustainability and attainment of UN Sustainable Development Goals 2030, marketing practices are getting aligned in those directions. Sustainability marketing has created equal interest among scholars and practitioners. It is a holistic concept, concerned with designing marketing strategies which not only fulfil the needs and wants of “present generation”, but also consider “future generations”. It has drawn attention of governments, non-government, and business organisations; consumers; scholars and other stakeholders considering its impact on all living beings on planet earth. The present research has attempted to study the consumers’ attitude towards sustainability marketing practices adopted by business organisations in India, which are explained with the help of nine factors. The findings reveal that there is high level of awareness, understanding, acceptance and actions towards sustainability marketing with regard to product and package design, disposal, effects of environment, etc. The study presents insights and implications for researchers and practitioners.

Keywords

Sustainability Marketing, Sustainable Development, Green Marketing.

Full Text