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Sustainable Marketing and Its Promotion: Concerns, Strategies, and Initiatives

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  • Pratap Chandra Mandal

    (Indian Institute of Management, Shillong, India)

Abstract

Companies and businesses generate revenues and profits for themselves. The present business scenario demands that apart from ensuring consumer welfare and achieving excellence in the competition, companies should be sensitive towards and should empathize with the well-being of the society at large. The objective of the study is to analyze the promotion of sustainable marketing. The methodology adopted is a conceptual analysis of the various aspects of sustainable marketing. Companies should create and maintain a sustainable society and physical environment for the present and the future generations. Consumerism and environmentalism are responsibilities of both consumers and businesses. Companies should realize their responsibilities towards creating and maintaining a sustainable environment and should be aware about the adverse effects of businesses on the environment. They adopt several strategies, initiatives, and sustainability vision towards creating a sustainable society and environment for future generations. The discussions will sensitize all concerned stakeholders about the importance of sustainability and of promoting sustainable marketing and their roles and responsibilities towards the society. They will be encouraged towards adopting sustainable marketing practices.

Suggested Citation

  • Pratap Chandra Mandal, 2024. "Sustainable Marketing and Its Promotion: Concerns, Strategies, and Initiatives," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 15(1), pages 1-14, January.
    • Handle: RePEc:igg:jsesd0:v:15:y:2024:i:1:p:1-14
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    References listed on IDEAS

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    1. Hussain Zaid H Alsharif & Shu Tong, 2019. "Green Product Innovation Strategies for Environmental Sustainability in the Construction Sector," Journal of Contemporary Research in Social Sciences, Michael Laurence, vol. 1(6), pages 126-135.
    2. Norazah Mohd Suki, 2014. "Investigating the Measurement of Consumer Ecological Behaviour, Environmental Knowledge, Healthy Food, and Healthy Way of Life," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 5(1), pages 12-21, January.
    3. Hussain Zaid H Alsharif & Shu Tong, 2019. "Green Product Innovation Strategies for Environmental Sustainability in the Construction Sector," Journal of Contemporary Research in Social Sciences, Learning Gate, vol. 1(6), pages 126-135.
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