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Sustainable Marketing

In: The Palgrave Handbook of Corporate Social Responsibility

Author

Listed:
  • Farzana Quoquab

    (Universiti Teknologi Malaysia)

  • Nur Zulaikha Mohamed Sadom

    (Universiti Teknologi Malaysia)

  • Jihad Mohammad

    (Qatar University)

Abstract

In recent years, the notion of ‘sustainability’ became a global concern due to the population outburst, increased poverty, health hazards, rapid urbanization, resource depletion, ecosystem damage, and climate change. Addressing these challenges is utmost necessity which calls for effective measures to be taken to achieve substantive reforms in order to achieve sustainability. As such, the concept like ‘sustainable development’ and ‘Millennium Development Goals (MDG)’ have been emerged which gave birth to the ‘sustainability marketing’ philosophy. The sustainability marketing concept is an integrative approach that emphasizes on ecological, social, and economical aspects in the development of marketing strategies. Although the research interest on this topic is growing, the discussion on sustainability marketing seems fragmented. Considering this, the present chapter attempts to review and synthesize the relevant literature pertaining to sustainability marketing in order to provide a better understanding on the topic.

Suggested Citation

  • Farzana Quoquab & Nur Zulaikha Mohamed Sadom & Jihad Mohammad, 2021. "Sustainable Marketing," Springer Books, in: David Crowther & Shahla Seifi (ed.), The Palgrave Handbook of Corporate Social Responsibility, pages 1269-1292, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-42465-7_76
    DOI: 10.1007/978-3-030-42465-7_76
    as

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