Bridging Economic, Social, and Environmental Sustainability in BoP Markets: An Integrated Approach

Despite efforts to promote sustainable consumption, unsustainable practices persist globally, particularly in Bottom-of-the-Pyramid (BoP) markets where environmental degradation and social inequalities disproportionately affect the world’s poorest populations. This chapter addresses this challenge by adapting Lim’s Sustainability Pyramid approach to BoP contexts. The chapter proposes that sustainability initiatives in BoP markets should prioritize economic sustainability, followed by social and environmental dimensions. This hierarchical approach aligns with BoP realities, where economic concerns often take precedence. The chapter explores how academics, policymakers, and firms can collaboratively influence consumer decision-making toward sustainable consumption in BoP markets using this adapted framework. The implications are significant: for theory, it offers a new lens for examining sustainability in BoP markets; for public policy, it suggests a tiered approach to sustainability initiatives; for business practice, it provides guidance on developing economically viable, socially responsible, and environmentally conscious solutions for BoP markets. This model has the potential to drive meaningful, long-term sustainable development in BoP communities, addressing both immediate economic needs and broader sustainability challenges while recognizing the diverse contexts within BoP markets globally.