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Insights, challenges and recommendations for research on sustainability in marketing

Author

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  • Paola Andrea Morales
  • Sheb True
  • R. Keith Tudor

Abstract

Sustainability has become an important topic for businesses and scholars. They have debated and implemented different approaches to the challenges of sustainability that the world faces. Previous research has evidence that these approaches have evolved over time. Green marketing was one of the first approaches to sustainability, but scholars and businesses have discovered that isolated efforts and lack of strategy do not impact sustainability significantly, nor benefit the company. Approaching sustainability from a customer perspective is still one of the best approaches for companies. This paper aims to shed light on the principal findings and insights on the topic, and present recommendations for future research.

Suggested Citation

  • Paola Andrea Morales & Sheb True & R. Keith Tudor, 2020. "Insights, challenges and recommendations for research on sustainability in marketing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 30(4), pages 394-406, October.
    • Handle: RePEc:taf:jgsmks:v:30:y:2020:i:4:p:394-406
    DOI: 10.1080/21639159.2020.1803757
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    Cited by:

    1. Brigitta Plasek & Zoltán Lakner & Katalin Badak-Kerti & Anikó Kovács & Ágoston Temesi, 2021. "Perceived Consequences: General or Specific? The Case of Palm Oil-Free Products," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    2. Maria Rodrigues & João F. Proença & Rita Macedo, 2023. "Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(14), pages 1-18, July.
    3. Murtaza Haider & Randall Shannon & George P. Moschis, 2022. "Sustainable Consumption Research and the Role of Marketing: A Review of the Literature (1976–2021)," Sustainability, MDPI, vol. 14(7), pages 1-36, March.
    4. Leonardo M. Raimundo & João F. Proença, 2023. "The Influence of Sustainability on Psychological Ownership in Services Based on Temporary Access," Sustainability, MDPI, vol. 15(14), pages 1-35, July.

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