Online citations, reference lists, and bibliographies.
Please confirm you are human
(Sign Up for free to never see this)
← Back to Search

Sustainability Marketing And Its Outcomes: A Discussion In The Context Of Emerging Markets

B. Kumar
Published 2018 · Business

Save to my Library
Download PDF
Analyze on Scholarcy
Share
This study explains the impact and role of sustainability marketing in the changing business scenario. It discusses and explores the link between sustainability marketing and brand equity leading to consumers’ preference for the brand in the present era, which is governed by strict environmental regulations and greater societal expectations. The role of sustainable practices is also discussed in the context of channel relationship wherein it is emphasized that the sustainable practices undertaken by the firms would enhance the relationship with their channel partners with similar orientation. The study also discusses that sustainability fuels innovation in a firm. The sustainability marketing practices in a firm are expected to drive innovation since sustainability requires utilizing limited resources in an optimal manner. This study also considers the role of sustainability marketing in shaping the behaviour of consumers towards responsible consumption. It touches upon the potential role of social marketing to alter the behaviour of consumers resulting in responsible consumption. The study highlights some important outcomes of sustainability marketing, which have relevant implications for marketers in emerging markets.
This paper references
10.1177/002224377401100210
Power in a Channel of Distribution: Sources and Consequences
S. Hunt (1974)
10.1080/02642060902793557
The impact of brand equity on brand preference and purchase intentions in the service industries
H. Chang (2009)
10.1177/002224378101800301
Measures of Manifest Conflict in Distribution Channels
J. Brown (1981)
Impact of Social Marketing on Consumption Reduction
B. Sharif (2011)
10.1108/09696471111096019
The shift needed for sustainability
P. A. Smith (2011)
10.1108/10610420310463126
Managing brand equity: a look at the impact of attributes
C. Myers (2003)
10.1007/S11747-010-0196-3
Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach
S. Hunt (2011)
10.1111/0022-4537.00183
Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing
D. McKenzie‐Mohr (1999)
10.1177/002224297303700206
Criteria for a Theory of Responsible Consumption
George Fisk (1973)
10.1080/13504620220145401
Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?
A. Kollmuss (2002)
10.1177/002224378702400108
Resource Allocation Behavior in Conventional Channels
E. Anderson (1987)
10.2307/1251226
The marketing of social causes: the first 10 years.
Kenneth F. Fox (1980)
Social Marketing: Improving the Quality of Life (2nd Edition)
Philip Kotler (2003)
10.1108/10610420710731142
Does image of country‐of‐origin matter to brand equity?
N. M. Yasin (2007)
10.1016/J.ECOLECON.2004.03.030
Institutionalisation of sustainable consumption patterns based on shared use
O. Mont (2004)
10.1108/07363760810890516
Pro‐environmental products: marketing influence on consumer purchase decision
Josephine Pickett‐Baker (2008)
10.2307/1252054
CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY
K. Keller (1993)
10.1109/EMR.2013.6601104
Why sustainability is now the key driver of innovation
R. Nidumolu (2015)
10.4135/9781452220611
Sustainable Marketing: Managerial - Ecological Issues
Donald A. Fuller (1999)
10.1108/10610420710751546
Exploring ethical brand extensions and consumer buying behaviour: the RSPCA and the “Freedom Food” brand
Morven G. McEachern (2007)
10.2307/3152199
A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
C. Park (1994)
10.23860/MGDR-2016-01-01-05
Electronic Waste and Sustainability: Reflections on a Rising Global Challenge
B. Kumar (2016)
10.1509/jppm.25.1.90
Interventions to Break and Create Consumer Habits
B. Verplanken (2006)
10.1002/CSR.281
Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective
Seongho Kang (2012)
10.1111/J.1470-6431.2009.00758.X
Guest editorial: perspectives on sustainable consumption
K. J. Peattie (2009)
10.1108/02756661111100274
Sustainability: the missing ingredient in strategy
Ingrid Bonn (2011)
Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products
B. Kumar (2012)
10.1108/20408021011089220
Collaborating to achieve corporate social responsibility and sustainability?: Possibilities and problems
A. Murray (2010)
10.1002/BSE.338
GREEN MARKETING, PUBLIC POLICY AND MANAGERIAL STRATEGIES
A. Prakash (2002)
10.1362/1469347012569869
Towards Sustainability: The Third Age of Green Marketing
K. J. Peattie (2001)
10.1509/JMKG.75.4.132
Reinventing Marketing to Manage the Environmental Imperative
P. Kotler (2011)
10.1177/002224298104500208
Problems and Challenges in Social Marketing
P. C. Bloom (1981)
10.1177/002224297103500306
Recycling Solid Wastes: A Channels-of-distribution Problem
W. Zikmund (1971)
10.1177/002224295802200302
Marketing and Economic Development
P. Drucker (1958)
10.2307/3172832
Managing Brand Equity
Allan D. Shocker (1991)
10.1108/07363769510095270
Measuring customer‐based brand equity
W. Lassar (1995)
10.2307/1249783
Social marketing: an approach to planned social change.
P. Kotler (1971)
10.1016/J.JBUSRES.2008.01.033
Social marketing: A pathway to consumption reduction?
K. J. Peattie (2009)
10.1177/027614678400500203
Socially Responsible Consumers: Profile and Implications for Public Policy
John H. Antil (1984)
10.1142/S1363919609002479
Sustainbility Innovation Cube
Erik G. Hansen (2009)
10.1002/JTR.511
Destination loyalty and repeat behaviour: an application of optimum stimulation measurement.
Outi Niininen (2004)
10.1177/0273475307312196
Going Beyond Green: The “Why and How” of Integrating Sustainability Into the Marketing Curriculum
Claudia M. Bridges (2008)
Beyond Greening: Strategies for a Sustainable World.
S. Hart (1997)
10.1016/J.JRETCONSER.2016.09.004
Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study
B. Kumar (2017)
10.2307/3151867
Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment
A. Andreasen (1995)
10.1177/002224298304700407
The Environment of Marketing Channel Dyads: A Framework for Comparative Analysis
Ravi S. Achrol (1983)
10.2139/SSRN.1440338
Sustainability Innovation Cube - A Framework to Evaluate Sustainability-Oriented Innovations
Erik G. Hansen (2009)
10.1504/IJICBM.2016.077639
Factors affecting adoption of green products among youths: a conceptual framework based on evidence from India
B. Kumar (2016)
10.1177/147059310333006
Ready to Fly Solo? Reducing Social Marketing’s Dependence on Commercial Marketing Theory
Susan Peattie (2003)
10.1108/17468801111144058
Sustainability marketing in the emerging markets: imperatives, challenges, and agenda setting
A. Nkamnebe (2011)
10.1007/S10551-009-0223-9
The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust
Yu-Shan Chen (2010)
10.1016/S0148-2963(03)00073-0
Examining the unintended consequences of marketing
Marie-Louise Fry (2004)
Principles of Marketing
P. Kotler (1983)
10.1177/1470593111403218
A framework for sustainable marketing
Ross Gordon (2011)



This paper is referenced by
Semantic Scholar Logo Some data provided by SemanticScholar