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A Guiding Framework for Levels of Sustainability in Marketing

Author

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  • Alpaslan Kelleci

    (Department of Business Administration, Faculty of Economics, Administrative and Social Sciences, Istanbul Gelisim University, Istanbul 34310, Turkey)

  • Oğuz Yıldız

    (Department of Aviation Management, Faculty of Economics, Administrative and Social Sciences, Istanbul Gelisim University, Istanbul 34310, Turkey)

Abstract

Up to now, far more attention has been paid to assessing the environmental, social, and economic aspects of sustainability. However, what makes this paper distinct is that it proposes a guiding framework that can be employed as a useful tool for business enterprises and other related stakeholders in transforming the potential of marketing disciplines towards upper levels of marketing orientations and sustainable consumption patterns. This present paper follows a typological model that classifies the conceptual approximations that are relatively dispersed in the literature. In doing so, the authors trace back to Kotler’s distinction of positive and normative scopes of marketing, then based on this dichotomy, they propose five different sustainability marketing levels and tag them. This paper aims to provide a convenient roadmap for traditional growth-oriented and transitionary firms who are stuck in short-term positive marketing level and thus need to include sustainability and sufficiency as the most prospective options for long term competitive advantage.

Suggested Citation

  • Alpaslan Kelleci & Oğuz Yıldız, 2021. "A Guiding Framework for Levels of Sustainability in Marketing," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1644-:d:492776
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    References listed on IDEAS

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    4. Eric Neumayer, 2013. "Weak versus Strong Sustainability," Books, Edward Elgar Publishing, number 14993, March.
    5. Bill Hopwood & Mary Mellor & Geoff O'Brien, 2005. "Sustainable development: mapping different approaches," Sustainable Development, John Wiley & Sons, Ltd., vol. 13(1), pages 38-52.
    6. Barbara Seegebarth & Mathias Peyer & Ingo Balderjahn & Klaus-Peter Wiedmann, 2016. "The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers' Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 68-99, March.
    7. Keyoor Purani & Sunil Sahadev & Deepak S. Kumar, 2014. "Globalization and Academic Research: The Case of Sustainability Marketing," IIM Kozhikode Society & Management Review, , vol. 3(1), pages 93-99, January.
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    Cited by:

    1. Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Collaborative driving mode of sustainable marketing and supply chain management supported by metaverse technology," LSE Research Online Documents on Economics 121160, London School of Economics and Political Science, LSE Library.
    2. Nancy M. P. Bocken & Laura Niessen & Maike Gossen & Ankita Das & Maria Zielińska, 2025. "Marketing in the anthropocene: A future agenda for research and practice," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 23-47, June.
    3. Jungell-Michelsson, Jessica & Heikkurinen, Pasi, 2022. "Sufficiency: A systematic literature review," Ecological Economics, Elsevier, vol. 195(C).
    4. José Ramón Segarra-Moliner & Inmaculada Bel-Oms, 2023. "How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    5. Jouzi, Fatemeh & Levänen, Jarkko & Mikkilä, Mirja & Linnanen, Lassi, 2024. "To spend or to avoid? A critical review on the role of money in aiming for sufficiency," Ecological Economics, Elsevier, vol. 220(C).
    6. Alpaslan Kelleci, 2022. "Key Determinants of Luxury Marketing Accordant with Sustainability-Oriented Value Perspectives," Sustainability, MDPI, vol. 14(10), pages 1-13, May.

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