Social dimension of sustainability: From community to social capital

Juran Kim

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 2, 175-181

Abstract: The current study focuses on the social dimension of sustainability related to social capital. Sustainable marketing practices address a set of marketing activities that build a net positive contribution to society, which are evaluated by their successful financial, environmental and social performance. The social dimension of sustainability highlights firms’ influence on society and societal issues such as community relations, charities, and social support. Social capital involves an immaterial power to bind society as one by converting individuals into community members with shared interests, shared social relation assumptions, and a shared common sense. A central element of linking social capital beyond the community can be the capability to leverage institutional resources, ideas, and information. Information sharing, coordination of activities, and collective decision-making can be the beneficial roles of social capital. The study clarified the concept of the social dimension of sustainability related to social capital and offered the future research direction.

Date: 2018
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DOI: 10.1080/21639159.2018.1436982

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