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Integration of sustainability marketing into business strategies: Challenges during adoption

Author

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  • Faith Tinonetsana

    (Durban University of Technology)

  • Priscilla Musariwa

    (Durban University of Technology)

Abstract

The objective of this study was to investigate the challenges encountered by organisations when integrating sustainable marketing into their strategic strategies. The research adopted a qualitative research design. Participants were selected from a representative sample of Zimbabwean organisations from various industries that have incorporated sustainable practices into their marketing strategy. Purposive sampling was used to select businesses encompassing various industries, sizes, and degrees of sustainability integration. This study, grounded in stakeholder theory, unveils challenges in implementing sustainable marketing strategies, including consumer awareness, resource constraints, hesitancy from stakeholders, competition from alternatives, regulatory complexities and measurement difficulties, underscoring the critical role of stakeholder engagement in navigating these challenges. Organisations must strategically incorporate sustainable practices by optimising resources, reducing inefficiencies, and aligning with sustainability goals, promoting the connection between resource optimization and environmental preservation. Further, they have leverage partnerships with sustainable suppliers, NGOs, and stakeholders to enhance sustainability initiatives by pooling resources, sharing costs, and overcoming budget constraints. Further study could investigate effective strategies for overcoming stakeholder hesitancy and fostering greater stakeholder engagement in sustainability initiatives. Key Words:Sustainable Marketing, Sustainable Development Goals (SDG), Environmental sustainability

Suggested Citation

  • Faith Tinonetsana & Priscilla Musariwa, 2024. "Integration of sustainability marketing into business strategies: Challenges during adoption," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 13(2), pages 23-30, March.
    • Handle: RePEc:rbs:ijbrss:v:13:y:2024:i:2:p:23-30
    DOI: 10.20525/ijrbs.v13i2.3011
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