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Achieving Sustainable Development Goals by Sustainable Marketing Practices: An Integrated Approach to Environmental, Social, and Economic Sustainability

In: Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing

Author

Listed:
  • Rajni Bala

Abstract

Introduction: Sustainable marketing practices foster a company and its stakeholders’ environmental, social, and economic well-being while promoting products and services. An integrated approach to sustainability recognises these three interdependent pillars, seeking to unite together. Investing in renewable energy has triple-bottom-line benefits – reducing greenhouse gas emissions, creating jobs, and promoting economic growth. Sustainable marketing practices can be a win-win for companies and the environment. Need of the Study: Studying and understanding the sustainable development goals (SDGs) are crucial for India and worldwide. Sustainable marketing is becoming increasingly important for companies as they seek to meet the growing demand for sustainable products and services. Sustainable marketing practices can help businesses reduce environmental impact, promoting eco-friendly products and services. Purpose of the Study: The study focused on achieving the SDGs requires addressing all three pillars of sustainability together. The study explored the different sustainable marketing practices that companies adopt worldwide, how they contribute to environmental, social and economic stability, the benefits of such practices, and the challenges companies face in implementing them. Methodology: The study is based on secondary data – 10 companies, out of which 5 brands are among the top 10 brands (Souromi, 2023) and 5 are within the top 20 international sustainable brands (Fashinza, 2020) belonging to the textile industry worldwide, were chosen and their sustainable marketing practices were identified and analysed. Findings: The study highlights standard sustainable marketing practices adopted by different companies worldwide in the textile industry, exploring the contribution of sustainable marketing practices in achieving SDGs.

Suggested Citation

  • Rajni Bala, 2024. "Achieving Sustainable Development Goals by Sustainable Marketing Practices: An Integrated Approach to Environmental, Social, and Economic Sustainability," Contemporary Studies in Economic and Financial Analysis, in: Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing, volume 113, pages 147-165, Emerald Group Publishing Limited.
  • Handle: RePEc:eme:csefzz:s1569-37592024000113a009
    DOI: 10.1108/S1569-37592024000113A009
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    More about this item

    Keywords

    Sustainable marketing practices; sustainable development goals; sustainability pillars; economic sustainability; competitive advantage; environmental sustainability; economic growth; social sustainability; O56; M31; Q01; Q32;
    All these keywords.

    JEL classification:

    • O56 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Oceania
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q32 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Exhaustible Resources and Economic Development

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