IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v15y2025i1d10.1007_s13162-025-00320-1.html
   My bibliography  Save this article

Theories of sustainability: Re-imagining a marketing-indigenous understanding of sustainability

Author

Listed:
  • Mark Peterson

    (University of Wyoming)

  • Bård Tronvoll

    (University of Inland Norway)

  • Julia Fehrer

    (University of Auckland)

Abstract

Sustainability demands system-level transformation, yet marketing theory remains largely grounded in firm-centric, transactional, and equilibrium-based assumptions that are ill-suited to address planetary-scale challenges. This article responds to the need for more conceptually ambitious marketing scholarship capable of grappling with sustainability as a dynamic, contested, and future-oriented phenomenon. We identify key conceptual and methodological barriers that have constrained sustainability theorizing in marketing and examine how foundational perspectives within the discipline can be re-imagined and extended to meet these demands. Through a review of conceptual contributions in AMS Review, we trace how sustainability-related thinking has evolved within the field and assess the potential of three marketing-indigenous theories—Service-Dominant Logic, Resource-Advantage Theory, and Market Shaping—to inform the development of sustainability theory. Building on this foundation, we propose a future research agenda structured around four interlinked themes: (1) advancing system-level theorizing, (2) reimagining stakeholder responsibility to include nature and future generations, (3) conceptualizing sustainability as a dynamic resource domain, and (4) enabling prospective theorizing to support the shaping of more sustainable market futures.

Suggested Citation

  • Mark Peterson & Bård Tronvoll & Julia Fehrer, 2025. "Theories of sustainability: Re-imagining a marketing-indigenous understanding of sustainability," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 3-22, June.
    • Handle: RePEc:spr:amsrev:v:15:y:2025:i:1:d:10.1007_s13162-025-00320-1
    DOI: 10.1007/s13162-025-00320-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-025-00320-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13162-025-00320-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    2. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    3. Melissa Archpru Akaka & Kaisa Koskela-Huotari & Stephen L. Vargo, 2021. "Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 375-389, December.
    4. Shelby D. Hunt, 2015. "The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare," AMS Review, Springer;Academy of Marketing Science, vol. 5(3), pages 61-77, December.
    5. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    6. Mariana Mazzucato, 2016. "From market fixing to market-creating: a new framework for innovation policy," Industry and Innovation, Taylor & Francis Journals, vol. 23(2), pages 140-156, February.
    7. J. Joseph Cronin, 2022. "Marketing’s new myopia: Expanding the social responsibilities of marketing managers," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 30-37, June.
    8. Marialuisa Saviano & Sergio Barile & Francesco Caputo & Antonio La Sala, 2025. "Sustainability as a co-created service: Integrating complex adaptive systems and service-dominant logic within the triple helix framework," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 127-141, June.
    9. Swapan Deep Arora, 2024. "Consumer proactive empowerment: A systematic review and taxonomy development," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 104-121, June.
    10. Stephen L. Vargo, 2020. "Assessing and advancing marketing’s value propositions: a disciplinary dialog," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 149-150, December.
    11. Saeed Tajdini & Edward Ramirez, 2019. "Firm authenticity: the construct, research propositions, and managerial implications," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 324-338, December.
    12. John F. Gaski, 2023. "Replies to comments on “Toward social responsibility,” also incorporating a focus on ESG," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 5-11, June.
    13. Denise Baden & Ian Harwood, 2013. "Terminology Matters: A Critical Exploration of Corporate Social Responsibility Terms," Journal of Business Ethics, Springer, vol. 116(3), pages 615-627, September.
    14. Jakomijn van Wijk & Wouter Stam & Tom Elfring & Charlene Zietsma & Frank den Hond, 2013. "Activists and Incumbents Structuring Change : The Interplay of Agency, Culture, and Networks in Field Evolution," Post-Print hal-04850411, HAL.
    15. Fehrer, Julia A. & Wieland, Heiko, 2021. "A systemic logic for circular business models," Journal of Business Research, Elsevier, vol. 125(C), pages 609-620.
    16. Giovanni Gavetti & Constance E. Helfat & Luigi Marengo, 2017. "Searching, Shaping, and the Quest for Superior Performance," Strategy Science, INFORMS, vol. 2(3), pages 194-209, September.
    17. Andrew S. Gallan & Anu Helkkula, 2022. "Cocreating transformative value propositions with customers experiencing vulnerability during humanitarian crises," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 85-101, June.
    18. Kirk Plangger & Matteo Montecchi & Ko Ruyter & Debbie I. Keeling & Maura L. Scott & Darren W. Dahl, 2025. "“We could be heroes”: Reflections on reimagining marketing strategies for a better world," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 301-309, March.
    19. Herman E. Daly, 1991. "Towards an Environmental Macroeconomics," Land Economics, University of Wisconsin Press, vol. 67(2), pages 255-259.
    20. Thomas Hale & Stephen M. Smith & Richard Black & Kate Cullen & Byron Fay & John Lang & Saba Mahmood, 2022. "Assessing the rapidly-emerging landscape of net zero targets," Climate Policy, Taylor & Francis Journals, vol. 22(1), pages 18-29, January.
    21. Shelby D. Hunt, 2017. "Strategic marketing, sustainability, the triple bottom line, and resource-advantage (R-A) theory: Securing the foundations of strategic marketing theory and research," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 52-66, June.
    22. van Doorn, Jenny & Risselada, Hans & Verhoef, Peter C., 2021. "Does sustainability sell? The impact of sustainability claims on the success of national brands’ new product introductions," Journal of Business Research, Elsevier, vol. 137(C), pages 182-193.
    23. Andrea Prothero & Pierre McDonagh, 2021. "Is sustainable marketing based on virtue ethics the answer to addressing socio-ecological challenges facing humankind?," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 134-139, June.
    24. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    25. Pollesch, N. & Dale, V.H., 2015. "Applications of aggregation theory to sustainability assessment," Ecological Economics, Elsevier, vol. 114(C), pages 117-127.
    26. Chellie Spiller & Edwina Pio & Lijijana Erakovic & Manuka Henare, 2011. "Wise Up: Creating Organizational Wisdom Through an Ethic of Kaitiakitanga," Journal of Business Ethics, Springer, vol. 104(2), pages 223-235, December.
    27. Fehrer, Julia A. & Vargo, Stephen L., 2023. "Rethinking service in a circular economy," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 7(3), pages 130-146.
    28. Saurabh Ahluwalia, 2022. "A critique of corporate social responsibility in light of classical economics," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 25-29, June.
    29. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    30. Sreedhar Madhavaram & Abhishek Nirjar, 2025. "Capability development for sustainable marketing: A theoretical framework," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 157-190, June.
    31. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    32. Jodie Conduit & Ingo Oswald Karpen & Taylor Willmott, 2023. "User circularity practices: Adopting a user stewardship perspective for a circular economy," AMS Review, Springer;Academy of Marketing Science, vol. 13(3), pages 211-231, December.
    33. G. Tomas M. Hult & Jeannette A. Mena & O. C. Ferrell & Linda Ferrell, 2011. "Stakeholder marketing: a definition and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 44-65, March.
    34. John F. Gaski, 2022. "Toward social responsibility, not the social responsibility semblance: marketing does not need a conscience," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 7-24, June.
    35. Andrew S. Gallan & Linda Alkire & Jorge Grenha Teixeira & Kristina Heinonen & Raymond P. Fisk, 2025. "Biomimicry for sustainability: Upframing service ecosystems," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 95-111, June.
    36. Nicola Mountford & Susi Geiger, 2021. "Markets and institutional fields: foundational concepts and a research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 290-303, December.
    37. Kumar, V. & Rajan, Bharath & Gupta, Shaphali, 2025. "Tracing the evolution of the marketing discipline through the lens of theory and Practice: A journal-centric view," Journal of Business Research, Elsevier, vol. 188(C).
    38. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.
    39. Atul Parvatiyar & Jagdish N. Sheth, 2021. "Toward an integrative theory of marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 432-445, December.
    40. Dhruv Grewal & Praveen K. Kopalle & John Hulland, 2024. "Addressing the greatest global challenges (UN SDGs) with a marketing lens," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1263-1272, October.
    41. 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.
    42. G. Tomas M. Hult & David J. Ketchen, 2017. "Disruptive marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 20-25, June.
    43. Bruno Dyck & Rajesh V. Manchanda, 2021. "Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 115-132, June.
    44. Shelby Hunt, 2015. "The theoretical foundations of strategic marketing and marketing strategy: foundational premises, R-A theory, three fundamental strategies, and societal welfare," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 5(3), pages 61-77, December.
    45. Petter Braathen, 2025. "Striking dynamic balance between functional and structural sustainability in service ecosystems," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 112-126, June.
    46. G. Tomas M. Hult & Forrest V. Morgeson, 2020. "Marketing’s value propositions: a focus on exit, voice, and loyalty," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 185-188, December.
    47. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    48. Polese, Francesco & Payne, Adrian & Frow, Pennie & Sarno, Debora & Nenonen, Suvi, 2021. "Emergence and phase transitions in service ecosystems," Journal of Business Research, Elsevier, vol. 127(C), pages 25-34.
    49. Kallis, Giorgos, 2011. "In defence of degrowth," Ecological Economics, Elsevier, vol. 70(5), pages 873-880, March.
    50. J. Joseph Cronin, 2022. "Correction to: Marketing’s new myopia: Expanding the social responsibilities of marketing managers," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 253-253, December.
    51. Sam Fankhauser & Stephen M. Smith & Myles Allen & Kaya Axelsson & Thomas Hale & Cameron Hepburn & J. Michael Kendall & Radhika Khosla & Javier Lezaun & Eli Mitchell-Larson & Michael Obersteiner & Lava, 2022. "The meaning of net zero and how to get it right," Nature Climate Change, Nature, vol. 12(1), pages 15-21, January.
    52. O. C. Ferrell, 2022. "Perspectives on socially responsible marketing: the chasm widens," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 1-6, June.
    53. Bruno Dyck & Rajesh V. Manchanda, 2021. "Correction to: Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 133-133, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Johannes Habel & Sascha Alavi & Nicolas Heinitz, 2023. "A theory of predictive sales analytics adoption," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 34-54, June.
    2. Stefanie Wannow & Martin Haupt & Martin Ohlwein, 2024. "Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 168-192, March.
    3. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    4. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    5. Andrew S. Gallan & Linda Alkire & Jorge Grenha Teixeira & Kristina Heinonen & Raymond P. Fisk, 2025. "Biomimicry for sustainability: Upframing service ecosystems," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 95-111, June.
    6. Anu Helkkula & Eric Arnould, 2022. "Developing and renewing marketing as a scientific discipline through reflexive cocreation," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 168-173, December.
    7. O. C. Ferrell, 2022. "Perspectives on socially responsible marketing: the chasm widens," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 1-6, June.
    8. Fares Georges Khalil, 2025. "Beyond incrementalism: A regenerative learning model for sustainable marketing and service ecosystems," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 74-94, June.
    9. Thompson-Whiteside, Helen & Fletcher-Brown, Judith & Middleton, Karen & Turnbull, Sarah, 2023. "Emergence in emergency: How actors adapt to service ecosystem disruption," Journal of Business Research, Elsevier, vol. 162(C).
    10. Lee, Chu-Heng & Hsieh, Ming-Huei, 2023. "Market innovation as an institutional reconciliation process: Two individual-level case studies," Journal of Business Research, Elsevier, vol. 169(C).
    11. O. C. Ferrell, 2018. "Marketing’s identity crisis: it’s complicated," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 30-38, June.
    12. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    13. Matthew Alexander & Niklas Vallström, 2023. "Value co-destruction: Problems and solutions," AMS Review, Springer;Academy of Marketing Science, vol. 13(3), pages 200-210, December.
    14. Rajan Varadarajan, 2022. "A general theory of marketing: Conceivable, elusive, or illusive," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 177-183, December.
    15. Suvi Nenonen, 2022. "Resurrecting marketing: Focus on the phenomena!," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 174-176, December.
    16. Büttgen, Marion & Hogreve, Jens & Zechiel, Felix & Bartsch, Silke & Lorz, Tamara & Trischler, Jakob & Westman Trischler, Jessica & Kuusisto, Jari & Svensson, Peter & Keiningham, Timothy & Aksoy, Lerza, 2023. "Sustainability in Service Research," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 7(3), pages 147-173.
    17. John F. Gaski, 2023. "Replies to comments on “Toward social responsibility,” also incorporating a focus on ESG," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 5-11, June.
    18. Heidi Rapp Nilsen, 2024. "Code Red for Humanity: The Role of Business Ethics as We Transgress Planetary Thresholds," Journal of Business Ethics, Springer, vol. 189(1), pages 1-7, January.
    19. Shelby D. Hunt & Sreedhar Madhavaram & Hunter N. Hatfield, 2022. "The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 139-156, December.
    20. Syväri, Mariia & Tähtinen, Jaana & Nordberg-Davies, Sini, 2025. "Enacting ‘true business sustainability’ − Market shaping for environmental impact," Journal of Business Research, Elsevier, vol. 186(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:15:y:2025:i:1:d:10.1007_s13162-025-00320-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.