Sustainable marketing strategies: Creating business value by meeting consumer expectation
Year: 2018
Type: article
Abstract: Sustainable Marketing strategies are unavoidable for 21st century businesses. Companies have started investing huge amount on these activities. Consumers do expect companies to adopt sustainable strategies but realizing one's need is the only drive for any consumer. Thus, there is gap between business sustainability practices and consumers' expectations. To address this gap, the paper proposes a conceptual framework for sustainability strategies that businesses must adopt. The proposed framework can be an important standpoint for businesses to meet consumers' expectations without compromising business value. The paper identified four major sustainable marketing strategies to be integrated into business practices.
Source: Econstor (Econstor)
Authors: Krunal Trivedi, Pooja Trivedi, Vandana Goswami
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2891997149