IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v14y2013i4p601-625.html
   My bibliography  Save this article

Sustainability Marketing Strategy: An Analysis of Recent Literature

Author

Listed:
  • Vinod Kumar

    (Vinod Kumar (corresponding author) is Research Scholar, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: vkmehta.iitr@gmail.com)

  • Zillur Rahman

    (Zillur Rahman is Associate Professor, Department of Management Studies, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: yusuffdm@iitr.ernet.in)

  • A.A. Kazmi

    (A.A. Kazmi is Associate Professor, Department of Civil Engineering, Indian Institute of Technology, Roorkee, Uttarakhand–247667, India. E-mail: kazmifce@iitr.ernet.in)

Abstract

The present study reviews the extant literature available on the emerging area of Sustainability Marketing Strategy (SMS), which hopefully, will prove to be a springboard for the future research. Tracing the origin of the concept of SMS, a detailed discussion on historic developments in the field is taken up with the help of definitions and pictorial representation of various related concepts followed by a survey of wide range of available databases from 1996 to 2011. After a rigorous search of numerous journals, those research papers exploring the field adequately have been selected. The selected papers are then classified according to various criteria for the purpose of comprehensive review of literature. Finally, after analyzing current status of research in the field of SMS, a probable agenda for future research has been formulated, which may serve as a useful guideline for the future investigators, as significant contribution need to be made in the area of SMS.

Suggested Citation

  • Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    • Handle: RePEc:sae:globus:v:14:y:2013:i:4:p:601-625
    DOI: 10.1177/0972150913501598
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150913501598
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150913501598?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Arnt Meyer, 2001. "What's in it for the customers? Successfully marketing green clothes," Business Strategy and the Environment, Wiley Blackwell, vol. 10(5), pages 317-330, September.
    2. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    3. Antonio Chamorro & Sergio Rubio & Francisco J. Miranda, 2009. "Characteristics of research on green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 18(4), pages 223-239, May.
    4. Alastair Iles, 2008. "Shifting to green chemistry: the need for innovations in sustainability marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 17(8), pages 524-535, December.
    5. Aseem Prakash, 2002. "Green marketing, public policy and managerial strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 11(5), pages 285-297, September.
    6. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    7. Adam Lindgreen & Michael Antioco & David Harness & Remi van der Sloot, 2009. "Purchasing and marketing of social and environmental sustainability for high-tech medical equipment," Post-Print hal-02312523, HAL.
    8. Adam Lindgreen & Michael Antioco & David Harness & Remi Sloot, 2009. "Purchasing and Marketing of Social and Environmental Sustainability for High-Tech Medical Equipment," Journal of Business Ethics, Springer, vol. 85(2), pages 445-462, April.
    9. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    10. Mathur, Lynette Knowles & Mathur, Ike, 2000. "An Analysis of the Wealth Effects of Green Marketing Strategies," Journal of Business Research, Elsevier, vol. 50(2), pages 193-200, November.
    11. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    12. Sumesh Ramachandran Nair & C. Ganesh Menon, 2008. "An environmental marketing system – a proposed model based on Indian experience," Business Strategy and the Environment, Wiley Blackwell, vol. 17(8), pages 467-479, December.
    13. W.J. Johnston & V. Swaen, 2009. "The supporting function of marketing in corporate social responsibility," Post-Print hal-00575805, HAL.
    14. A. Lindgreen & M. Antioco & D. Harness & R. van Der Sloot, 2009. "Purchasing and marketing of social and environmental sustainability for high-tech medical equipment," Post-Print hal-00387043, HAL.
    15. Susan Meriläinen & Johanna Moisander & Sinikka Pesonen, 2000. "The masculine mindset of environmental management and green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 9(3), pages 151-162, May.
    16. Manfred Kirchgeorg & Monika I. Winn, 2006. "Sustainability marketing for the poorest of the poor," Business Strategy and the Environment, Wiley Blackwell, vol. 15(3), pages 171-184, May.
    17. Antonio Chamorro & Tomás M. Bañegil, 2006. "Green marketing philosophy: a study of Spanish firms with ecolabels," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 13(1), pages 11-24, February.
    18. Frank‐Martin Belz & Birte Schmidt‐Riediger, 2010. "Marketing strategies in the age of sustainable development: Evidence from the food industry," Business Strategy and the Environment, Wiley Blackwell, vol. 19(7), pages 401-416, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    2. Daniel Adrian Gardan & Ionel Dumitru & Iuliana Petronela Gardan & Irina Elena Andronie & Cristian Uta & Mihai Andronie, 2019. "Integrating the Principles of Green Marketing by Using Big Data. Good Practices," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(50), pages 258-258, February.
    3. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.
    4. repec:aud:audfin:v:21:y:2019:i:50:p:258 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Christian Fuentes, 2014. "Green Materialities: Marketing and the Socio‐material Construction of Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 105-116, February.
    2. Fuentes, Christian, 2015. "How green marketing works: Practices, materialities, and images," Scandinavian Journal of Management, Elsevier, vol. 31(2), pages 192-205.
    3. Vinod Kumar & Zillur Rahman & A. A. Kazmi, 2016. "Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies," SAGE Open, , vol. 6(3), pages 21582440166, September.
    4. Christina W.Y. Wong & Kee‐Hung Lai & Kuo‐Chung Shang & Chin‐Shan Lu, 2014. "Uncovering the Value of Green Advertising for Environmental Management Practices," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 117-130, February.
    5. Wing Chow & Yang Chen, 2012. "Corporate Sustainable Development: Testing a New Scale Based on the Mainland Chinese Context," Journal of Business Ethics, Springer, vol. 105(4), pages 519-533, February.
    6. Michael G. Luchs & Minu Kumar, 2017. "“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes?," Journal of Business Ethics, Springer, vol. 140(3), pages 567-584, February.
    7. R. V. ShabbirHusain, 2022. "Green offering: more the centrality, greater the scepticism," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 819-834, December.
    8. Jörg Firnkorn & Martin Müller, 2012. "Selling Mobility instead of Cars: New Business Strategies of Automakers and the Impact on Private Vehicle Holding," Business Strategy and the Environment, Wiley Blackwell, vol. 21(4), pages 264-280, May.
    9. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    10. Virginia Fernández-Pérez & Antonio Peña-García, 2021. "The Contribution of Peripheral Large Scientific Infrastructures to Sustainable Development from a Global and Territorial Perspective: The Case of IFMIF-DONES," Sustainability, MDPI, vol. 13(2), pages 1-13, January.
    11. Mallen, Cheryl & Chard, Chris, 2011. "A framework for debating the future of environmental sustainability in the sport academy," Sport Management Review, Elsevier, vol. 14(4), pages 424-433.
    12. Jesse R. Catlin & Michael Gerhard Luchs & Marcus Phipps, 2017. "Consumer Perceptions of the Social Vs. Environmental Dimensions of Sustainability," Journal of Consumer Policy, Springer, vol. 40(3), pages 245-277, September.
    13. Mani, Venkatesh & Gunasekaran, Angappa & Papadopoulos, Thanos & Hazen, Benjamin & Dubey, Rameshwar, 2016. "Supply chain social sustainability for developing nations: Evidence from India," Resources, Conservation & Recycling, Elsevier, vol. 111(C), pages 42-52.
    14. Tahniyath Fatima & Said Elbanna, 2023. "Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework," Journal of Business Ethics, Springer, vol. 183(1), pages 105-121, February.
    15. Zahid, Muhammad & Rahman, Haseeb Ur & Ullah, Zabeeh & Muhammad, Ali, 2021. "Sustainability and branchless banking: The development and validation of a distinct measurement scale," Technology in Society, Elsevier, vol. 67(C).
    16. Nina Hampl & Moritz Loock, 2013. "Sustainable Development in Retailing: What is the Impact on Store Choice?," Business Strategy and the Environment, Wiley Blackwell, vol. 22(3), pages 202-216, March.
    17. Vilkaite-Vaitone Neringa & Skackauskiene Ilona, 2019. "Green marketing orientation: evolution, conceptualization and potential benefits," Open Economics, De Gruyter, vol. 2(1), pages 53-62, January.
    18. Rakhshanda Khan, 2016. "How Frugal Innovation Promotes Social Sustainability," Sustainability, MDPI, vol. 8(10), pages 1-29, October.
    19. Andrea Lučić, 2020. "Measuring Sustainable Marketing Orientation—Scale Development Process," Sustainability, MDPI, vol. 12(5), pages 1-22, February.
    20. Jyoti Dhingra Darbari & Devika Kannan & Vernika Agarwal & P. C. Jha, 2019. "Fuzzy criteria programming approach for optimising the TBL performance of closed loop supply chain network design problem," Annals of Operations Research, Springer, vol. 273(1), pages 693-738, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:14:y:2013:i:4:p:601-625. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.