Sustainable Marketing: Integrating Strategy, The Marketing Mix And Consumer Behavior In The Context Of The Sdgs
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| Pages: | 166 : 176 |
| Abstract: | Sustainable marketing is conceptualized as an integrative paradigm situated at the intersection of marketing theory, ecological economics, and stakeholder theory. It reflects a fundamental shift from short-term profit maximization toward long-term value creation across economic, social, and environmental dimensions. The analysis highlights the role of sustainable marketing as a key operational mechanism for aligning business strategies with the United Nations Sustainable Development Goals (SDGs). By reinterpreting the marketing mix through a sustainability lens, the study demonstrates how product, price, place, and promotion can be leveraged to embed sustainability into core organizational processes. Recent empirical evidence indicates an increasing alignment between sustainability and consumer behavior, while also revealing persistent tensions, including the attitude–behavior gap and the impact of economic constraints. Furthermore, the rise of greenwashing underscores the importance of transparency and credibility in sustainability communication. Sustainable marketing is thus positioned as a central element in the transition toward a more responsible and resilient economic system. |
| JEL classification: | M31, Q56, D12, L21 |
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M31, Q56, D12, L21
