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

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.