Insights, challenges and recommendations for research on sustainability in marketing

Paola Andrea Morales, Sheb True and R. Keith Tudor

Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 4, 394-406

Abstract: Sustainability has become an important topic for businesses and scholars. They have debated and implemented different approaches to the challenges of sustainability that the world faces. Previous research has evidence that these approaches have evolved over time. Green marketing was one of the first approaches to sustainability, but scholars and businesses have discovered that isolated efforts and lack of strategy do not impact sustainability significantly, nor benefit the company. Approaching sustainability from a customer perspective is still one of the best approaches for companies. This paper aims to shed light on the principal findings and insights on the topic, and present recommendations for future research.

Date: 2020
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DOI: 10.1080/21639159.2020.1803757

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