Sustainable Marketing Research

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Sustainable marketing is an approach to marketing that preferably aligns internal organizational methods and classified resources that form significance for stakeholders (proprietors, shareholders, workers, value chain partners) and through which the external natural and social environments are developed by the activities of the firm. This approach is used most successfully by organizations that have evidently stated values and goals for their desired effect on their own economic feasibility, as well as on the natural and social environments they work within. The term sustainable development means special things to special group. But, in essence, it is concerned with meeting the needs of public at present without compromising the aptitude of future generations to meet their own desires. (World business council for sustainable development 2005) Sustainable marketing is the method of promoting goods that are environmentally secure at the retail stage and touting a company's pledge to sustainable practices at the public relations stage. It applies conventional marketing techniques but in an explicit context. This type of marketing tries to find to capitalize on the better value consumers place on eco-friendly goods and companies that have a apparent commitment to sustainability in its production and supply chains.

The evolution of sustainability Marketing
Obviously concept of sustainability marketing strategy has advanced over the time. Starting its route from ecological issues it has arrived at now on sustainability issues. This route of sustainability issues in marketing strategy has been talked about through different views of several authors. The study exposed that the sustainability can be applied in marketing strategy when th...

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...s on one element will control the options available in others.

Sustainable Marketing Strategy and Practice

For instance, a company that manufactures soap can develop a product that has less volume, needs less packaging, and uses natural ingredients instead of chemicals. This product innovation costs the business a considerable amount of money to acquire. It will only make the investment if the business believes that customers will value the product and make a buying decision based on its changed features. Sustainable marketing at the production level is intended to bring these new eco-friendly characteristics to the consumer's attention. At the public relations stage, the company can communicate to its shareholders and consumers that it is an accountable corporate citizen that it cares about sustainable product innovation for the betterment of future generations.

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