Sustainability Marketing and Its Outcomes: A Discussion in the Context of Emerging Markets

This study considers the role of sustainability marketing in shaping the behaviour of consumers towards responsible consumption

Bipul Kumar

2018

Scholarcy highlights

  • This study explains the impact and role of sustainability marketing in the changing business scenario. It discusses and explores the link between sustainability marketing and brand equity leading to consumers’ preference for the brand in the present era, which is governed by strict environmental regulations and greater societal expectations
  • The role of sustainable practices is discussed in the context of channel relationship wherein it is emphasized that the sustainable practices undertaken by the firms would enhance the relationship with their channel partners with similar orientation
  • This study considers the role of sustainability marketing in shaping the behaviour of consumers towards responsible consumption
  • It touches upon the potential role of social marketing to alter the behaviour of consumers resulting in responsible consumption
  • The study highlights some important outcomes of sustainability marketing, which have relevant implications for marketers in emerging markets

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