1

A Study On Evolution Of Sustainable Marketing

By
Divyashree B R
Kavya R
Jain Rashmi
Rakshitha R
Swathi E
Vaibhavi Pradhan
Joyce Christina
Jessica S

Under The Guidance Of

SANTOSH J

St Joseph University

#36, Lalbagh road Bengaluru -56002

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TABLE OF CONTENT
Sl Name and reg Content Page
no. no. no.
1 Divyashree Introduction and importance 1-9
[241bcomc28]
2 Kavyashree Elements of sustainable 10-19
[241bcomc23] marketing
3 Jain rashmi Evolution and phases of 20-23
[241bcomc19] sustainable marketing -1
4 Rakshitha R Evolution and phases of 24-31
[241bcomc24] sustainable marketing-2

5 Swathi E Sustainable marketing practices 32-38

[241bcomc08] in India
6 Vaibhavi Pradhan Sustainable marketing practices 39-48
[241bcomc42] globally
7 Joyce Christina Advantages of sustainable 49-61
[241bcomc36] marketing
8 Jessica S Disadvantages of sustainable 62-69
[241bcomc85] marketing

9 Rodney Conclusion
[not submitted]
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Evolution of sustainable marketing
practices
Sustainable :-
Sustainable means using resources in a way that meets
current needs without harming the needs of future
generations. It's about finding a balance between the needs of
people and the needs of the planet. It means involving the use
of natural products and energy in a way that does not harm
the environment. ( Taken from Google )
In other words sustainable practices are such practices which
do not harm or hurt the environment and nature in any ways
and such practices are very needful in the current times in
order to preserve our precious mother earth.

Marketing :-

The word "marketing" comes from the Latin word “mercatus”,

which means "marketplace" or "merchant".Marketing is the
process of creating, promoting, and distributing products or
services to meet customer needs. ( Taken from Google)
In other words marketing means Marketing is an act
performed by the seller in order to satisfy its customer and
retain them at any cost. Marketing is different from
selling .Marketing is convincing the potential customer to
purchase the product or services from his/her own will and
wish and not force him/her to actually buy or purchase goods
and services.

WHAT IS SUSTAINABLE MARKETING ?

Sustainable marketing is an approach to marketing that
considers the environmental and social impact of a company’s
product or services. It takes into account the needs of both
present and future generations. In some cases sustainable
marketing can be thought of as a marketing stratergy put into
place to counter criticisms that companies create pollution
and mislead customers. Sustainable marketing includes
similar marketing approaches known as Green marketing or
Eco marketing but actually is broader in scope overall.
https://study.com/academy/lesson/sustainability-marketing-
definition-strategies-example.html
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In other words sustainable marketing are the practices
performed by the companies promoting the goods and
services which are ecofriendly and sociofriendly. It is done in
order to protect the wellbeing of our environment.

Sustainable marketing is a purpose-driven practice that works

to orientate businesses, brands and society towards a
sustainable future, influencing appropriate awareness,
aspiration, adoption and action across economic and
sociocultural systems by taking necessary accountability for
its impacts and opportunities. In doing so, it acts in service of
long-term wellbeing for all.
Sustainable marketing is a practice that considers the social
and environmental impact of a company’s products and
services. It’s a way for business to promote their sustainable
practices and build a positive image.
SUSTAINABLE MARKETING INCLUDES :-
1. Environmental practices :-
Using sustainable
materials ,reducing energy use, and addressing
climate change.
2. Social Practices :-
Maintaining the ethical business
practices , ensuring fair wages , and
Creating safe workplace.
3. Product communicaton :-
Informing customers about
a product’s environmental and social
Costs , including durability
, repairability and energy use.
( Taken
from Google )

Thus to sum up sustainable marketing has become

concerningly important in current situations . Whether it
might be to an individual or an organisation or the society
as a whole. If we do not come up with efficient
sustainability marketing techniques as soon as possible ,
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the condition of our environment will reach such a stage
wherein nothing could be done except we ourselves
watching our earth getting destroyed . It is already high
time that we take the necessary precautions. As the
saying goes “ Today is never too Late”. Thus if we even
start from today , we might not be able to completely
prevent the whole damage that has been done to mother
earth but surely we can lessen the harm as far as
possible. This hectious task can not just be possible by
one individual or an organisation or just a nation , it
should be a group work instead. Group work of each and
every individual living on this planet , each person every
organisation and whole of the nations come together only
will such crucial task will be successfully accomplished .

And so to serve this very purpose of sustainable practices and

sustainable marketing orgainsations and nations have come
up with various ideas, projects and initiatives.

One of the best example pf sustainable development

project is “SOLAR PANELS”
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List of some companies which are successful in sustainable

marketing are :-
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EVOLUTION OF SUSTAINABLE
MARKETING

WHEN DID SUSTAINABLE MARKETING COME INTO

PICTURE ?

Sustainable marketing evolved in the 2000s, but the

roots of the concept can be traced back to the 1970s.
Early stages

● 1975
The American Marketing Association (AMA) held its first
workshop on "Ecological Marketing"
● 1987
The Brundtland Report defined sustainable development
as meeting the needs of the present without
compromising future generations

● 1990s
Green marketing became more popular as people
became more aware of climate change

Green marketing

● 1992: Green Marketing by Ken Peattie was published in

the United Kingdom
● 1993: Green Marketing: Challenges & Opportunities for
the New Marketing Age by Jacquelyn Ottman was
published in the United States
● 1990s: Green marketing became mainstream, but
businesses were accused of greenwashing
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Sustainable marketing
● 2000s
Sustainable marketing began to transform marketing
practices to consider social and environmental costs
● 2004
The United Nations released a report calling for
governments and investors to focus on organizations'
ESG practices

EVOLUTION OF SUSTAINABLE MARKETING FROM 1970S TO

PRESENT :-
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EXPLANATION OF EVOLUTION OF
SUSTAINABLE
MARKETING :-

The sustainable marketing didnt began just like that but has taken
many years to come into mainstream.It has gone through several
phases to have attained this stage.
Firstly the concerns regarding environmental issues started to come
up as in climate change,bio diversity etc at the 1970s so to deal with
this situation the “AMERICAM MARKETING ASSOCIATION” held its
first workshop on “ECOLOGICAL MARKETING. This model is similar
to sustainable marketing but is not as wide concept as sustainable
marketing because ecological marketing focuses on issues related to
ecology or environment such as impact of company’s product and
services on environment but then sustainable marketing is much
wider concept which includes three aspects namely social,
environmental and economical.then at the next decade it is evidently
seen that social issues such as poverty and poor health takes the
limelight ,so because of these issues and to sort them out, the
concept called “GRREN MARKETING “ came into picture.this vry
concept of green marketing is also a part of sustainable marketing
but doesn’t have such wider scope as sustainable marketing because
as stated earlier for sustainable marketing all the three aspects
social,environmental and economicl should be involved,but the green
marketing doesn’t cover all these concepts but focuses on the end
product of the organisation to be environment friendly and socially
friendly too. Then finally in the 2000s the very concept called
sustainable marketing came into picture in response to the rise of
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ethical consumerism, progressing environmental concerns and
increasing regulatory pressures.
Sustainable marketing doesnt just mean sustainability in terms of
ecology instead it means sustainability in economy and sustainability
in environment as well as sustainability in society · Environmental
sustainability means Taking care of our planet by using
resources wisely, reducing pollution, and protecting
ecosystems.
Social sustainability means Ensuring fairness, justice, and well-being for
all people, with access to things like education, healthcare, and housing.
Economic sutainibility means Building economies that are strong and
resilient, but also fair and not harmful to the environment or society.
Thus this is how the sustainable marketing emerged through taking
various forms.And all the phases that sustainable marketing went through
is critical in forming the business world today as well as our environment.
Because if sustainable marketing had not come into picture and wouldn’t
have caught the attraction of the customers many companies woudnt have
taken up this as one of their main objective .Because of the awareness
created around this concept and also because of the great importance that
sustainability in itself has, we are able to have atleast this kind of
atmosphere that we are living in right now,pr odds are that the
environment could be even more worser than it is as of now.

IMPORTANCE OF SUSTAINABLE DEVELOPMENT :-

Sustainable marketing is important because it aligns business practices

with long-term environmental, social, and economic goals, benefiting both
companies and society. By focusing on eco-friendly products, ethical
sourcing, and responsible consumption, sustainable marketing helps
companies reduce their environmental footprint, foster positive brand
reputation, and build consumer loyalty. It encourages businesses to
innovate and adopt practices that prioritize sustainability, which can lead
to cost savings, new market opportunities, and a competitive edge.
Ultimately, sustainable marketing helps create a balance between business
growth and the well-being of people and the planet, contributing to a more
sustainable and equitable future.
Sustainable marketing can help businesses improve their relationships with their
stakeholders and the environment. It can also help businesses gain a
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competitive advantage, increase profits, and improve
employee satisfaction.
Benefits of sustainable marketing
· Environmental impact: Sustainable marketing can help
businesses reduce their carbon footprint, improve energy
efficiency, and manage waste responsibly.
·

Social impact: Sustainable marketing can help businesses

promote values like social equity, fair trade, and human
health.
·

Competitive advantage: Sustainable marketing can help

businesses stand out from competitors and gain a
competitive edge.
·

Brand loyalty: Sustainable marketing can help businesses

create and maintain strong relationships with consumers.

Employee satisfaction: Sustainable marketing can help

businesses improve employee satisfaction.
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ELEMENTS OF SUSTAINABLE MARKETING :

By Kavya R

Sustainable marketing refers to business strategy in which they aim at balancing profitability
with ethical practices that benefit the environment and the society .It involves at producing
environment friendly products and services

The elements of sustainable marketing are as follows:

● Consumer value:

Sustainable marketing is about building long term relationship and loyalty with consumers this
can be achieved by giving importance to consumer value .so a sustainable organization should
focus on improving their companies product or service rather then focusing only on
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sales .Consumers will prefer the company which provides them more valuable products or
services with better experience.

Therefore businesses should improve their product sustainably by utilizing greener

technologies and eco-friendly materials.

● Innovation:

Innovation plays a critical role in the evolution of sustainable marketing

The company should try to find innovative ways to satisfy needs of their customers. It should
also continuously improve its existing products and offerings.
The key to excellent and sustainable marketing depends on the continuous improvement of the
company.

Customers require innovation in new products.The company can innovate their products in
such a way that it should be appleaing, sustainable and affordable to its customers.Innovation
can also be in changing the packaging, flavour,type of the product ,or offering at low cost
rather then only making innnovation in products.

For example, Coca-Cola has been a market leader in the soft drink industry for a very long
time. All these decades, Coca-Cola did not change its original flavor but changed its
advertising strategies, which helped them get more sales.
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Thus, innovation does not necessarily have to be in the product, but it can also be how you
present the product to customers.

● Educate customers:
Organizations with sustainable marketing strategies should educate consumers on their
company's mission. These businesses should explain their mission's importance and
demonstrate specific steps they've taken to support that mission. With education,consumers are
more likely to understand the organization's goals and values, which could lead to increased
customer engagement and loyalty.

Customer education can also increase sales as customers learn more about environmental and
social issues.

Examples of educating customers in sustainable marketing

Reusable packaging
Encourage customers to reuse packaging, such as glass jars or bottles, instead of throwing them
away.
Sustainability messaging
Include clear messaging on product packaging and marketing materials about eco-friendly
features, certifications, or ethical sourcing practices.
Explainer videos
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Create educational videos that can be shared on social media or in search results.

● Societal marketing:

Societal marketing is a marketing concept that holds that a company should make marketing
decisions not only by considering consumers' wants, or the company's requirements, but also
should consider society's long-term interest.

One example of this principle in use is when a small business is committed at reducing its
carbon footprint from landfill gas emissions. The company would replace plastic bags with
recyclable or biodegradable bags.Societal marketing focus on the environment and societal
factors.

Societal marketing helps to establish a brand as a solution provider instead of a money-maker.

● Be consistent:

Organizations need consistent messaging to communicate their sustainability commitments to

customers. Clear and consistent messaging can help customers understand the company's core
values.
Consistency can also ensure that employees remain engaged and focused on sustainability.

Brand consistency is a marathon, not a race. And Nike’s approach is a great example of how
clear values and decades of dedication can help brands become leaders in their market.

Nike’s brand consistency shines through in every aspect of its identity, from its iconic swoosh
logo to its empowering “Just Do It” tagline and marketing assets. For the most part, Nike’s
core brand guidelines have stayed the same throughout the company’s evolution.
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Today, when most people see the Nike logo on a product, they instantly associate it with
quality and style.

● Sense of mission marketing:

Sense of mission marketing describes a companies mission in social terms, not in terms of the
product. This means that the company has a greater mission for creating social change, not just
pushing their product.

An example of this in action is Dove’s “Love Yourself” campaign. After completing a survey
of 3300 women, only 2% of respondents said that they felt beautiful. So, Dove’s next
marketing campaign proudly stated that all women are beautiful and used a range of different
body types to model.

Every woman buys soap, shampoo, and toiletries. But Dove set themselves apart from the
competition by reaffirming body positivity and rejecting the usual industry standards. This was
remarkably successful and led many women to believing in themselves and their appearance
more.

● Transparency:
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Transparency plays a vital role in building trust with customers, especially regarding
sustainability.

Transparency goes hand in hand with authenticity. The company should Provide clear and
accessible information about their products or services, including their implemented
sustainability measures and their impact. This could involve detailing the sourcing of materials,
the environmental savings of using the product.

Therefore companies should provide accurate information about their sustainability initiatives.

● Sustainable product development:

Sustainable product development refers to the design and development of products that meet
the needs of the present without compromising the ability of future generations to meet their
own needs. In other words, it involves creating products that are environmentally friendly,
socially responsible, and economically feasible.

Example:
Clothing made with eco-friendly materials such as organic cotton or bamboo. Furniture made
with recycled or reclaimed wood. Electronics made with recycled materials and energy
efficient components. Renewable energy sources, such as solar or wind power.

● Long- term orientation:

LTO is a cultural dimension that values future rewards and perseverance. Companies with a
long-term orientation are more likely to implement deliberate strategies that enhance their long-
term sustainability.

● Stakeholder engagement:
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Stakeholder engagement is one of the two fundamental practices of sustainability, next to
recognising the responsibility as an organisation. It is thus fundamental to involve stakeholders
in sustainability efforts, not only while developing a sustainability strategy, but also during its
implementation.

Example,Unilever, whose products include a long list of popular food and beverage brands,
cleaning brands and beauty brands, is a great stakeholder engagement example of large-scale
change and transformation. In 2010, Unilever created its blueprint for a sustainable business, its
Sustainable Living Plan.

● Circular economy:

The circular economy is a production and consumption model that aims to reduce waste and
optimize resources.It involves reusing, repairing, or renting products instead of disposing them.
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For Example,Burger King's reusable packaging,

Customers can buy burgers and drinks in reusable packaging. They pay a small deposit that is
refunded when they return the packaging.

● Implementing eco-friendly energy practices:

Business leaders should link their company mission to a sustainable cause, as these initiatives
can lead to long-term benefits, such as brand recognition, customer loyalty, innovation and cost
savings. Organizations that commit to a larger purpose can help create a lasting culture of
sustainability as they find ways to make a difference in their local communities.

With this commitment to sustainability, organizations can find innovative solutions to global
challenges such as climate change and resource depletion. Sustainability initiatives can also
help to build trust with environmentally conscious consumers.

How FMCG industry is pledging to promote sustainable practices

The Fast-Moving Consumer Goods (FMCG) industry, renowned for its swift production cycles
and rapid market turnovers, is undergoing a notable transformation with a collective
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commitment towards promoting sustainable practices. Traditionally characterized by its focus
on convenience, affordability, and mass consumption, the FMCG sector is now recognizing the
imperative to align its operations with environmental and social responsibility
In recent years, global concerns about climate change, resource depletion, and environmental
degradation have spurred a heightened awareness among consumers. This shift in consumer
consciousness has become a catalyst for change within the FMCG sector, prompting industry
leaders to reassess their business models and embrace sustainability as a core value.

Here are some of the ways FMCG industry is fostering sustainability practises:

● Clean Fuel Solutions

● Heat Recovery System
● Compost Machines
● Solar Power
● Water Conservation
● Green Plantations
● Rainwater Harvesting
● Smart Water Management

https://www.financialexpress.com/business/industry-how-fmcg-industry-is-pledging-to-
promote-sustainable-practices-3452356/

The Evolution of Marketing Practices

Traditional Marketing and Sustainable Marketing

Traditional marketing has often been met with criticism for its aggressive sales techniques,
manipulative advertising, and a single-minded focus on profit that can overlook consumer
welfare and environmental impact.

In contrast, sustainable marketing emerges as a revolutionary paradigm, fundamentally

redefining success in business. Rather than solely pursuing short-term gains, sustainable
marketing strategies emphasize long-term value creation, intertwining the growth of a business
with the well-being of its customers, society, and the planet.

This approach encourages companies to market socially responsible products and adopt
practices that contribute positively to the world around them.

A tangible example of this shift is seen in the packaging industry. Where once single-use
plastics were the norm, we now see a significant transition towards sustainable materials.
Companies like Smol and Patagonia have revolutionized their packaging solutions to reduce
waste and carbon footprint, and have made sure that their brand reflects their goals.

Smol’s use of dissolvable tablets and refillable spray bottles not only minimizes plastic waste
but also positions the brand as a leader in sustainable practices, resonating with eco-conscious
consumers and setting a new standard in the industry.
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https://www.doorway.io/blog/sustainable-marketing
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Evolution and phases of sustainable marketing

- Jain
The integration of environmental concerns into marketing strategies and practices began as early as the 1970s.
Over the years, the relationship between economic activities and environmental impact has been better
understood, leading to the evolution of "green marketing" into a more sophisticated and holistic approach.

This evolution can be categorized into three distinct stages, each with unique implications for marketing
strategies:

1. Ecological Marketing: Initially, this approach narrowly focused on mitigating the use of particularly
harmful products. It sought to address specific environmental issues, such as reducing pollution and
resource dependency.
2. Environmental Marketing: This phase represented a broader perspective, aiming to minimize
environmental damage by leveraging the growing demand for eco-friendly products. Businesses
capitalized on consumer interest in sustainability and turned it into a competitive advantage.
3. Sustainable Marketing: This modern and transformative stage emphasizes incorporating the complete
environmental costs of production and consumption. The focus is on fostering a sustainable economy
by aligning marketing strategies with long-term ecological and societal goals.

Figure 1: Three Stages of Marketing Evolution and Their Environmental

Focus

1. Ecological Marketing
The relationship between marketing and socio-environmental sustainability has evolved over time, as noted by
Peattie (2004). The first phase, ecological marketing, emerged in the 1970s and primarily addressed urgent
environmental issues such as air pollution, dwindling oil supplies, and the harmful effects of pesticides. This
approach focused on a narrow range of industries and concentrated mainly on finding technical solutions to
environmental challenges, such as introducing catalytic converters in automobiles to reduce pollution.

However, ecological marketing quickly proved to be insufficient in addressing the broader and more complex
environmental and social dimensions of sustainability. Despite its initial impact, this approach was limited in
scope and failed to meet the larger sustainability goals outlined by scholars like Henion and Kinnear (1976). As
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a result, ecological marketing was not able to fully incorporate the social and ecological considerations
necessary for long-term sustainability.

2. Environmental, Green, and Greener Marketing

During the 1980s, environmental marketing shifted focus toward creating products with enhanced socio-
environmental performance. Companies aimed to meet the rising demand from "green consumers," leveraging
the growing consumer interest in eco-friendly products for competitive advantage. Many businesses began
labeling their offerings as "environmentally friendly," which reflected their commitment to sustainability
(Orgonáš and Lipianska, 2009).

This era was characterized by a broader scope, with marketing strategies reaching beyond specific industries. It
was driven by the increasing demand for transparency and environmental responsibility, bolstered by the
availability of sustainability guides and eco-labels. The development of these tools helped consumers make
informed decisions, fueling a more sustainable marketplace.

In the literature, some authors, such as Kumar, refer to this phase using terms like "green marketing" or
"greener marketing," indicating the varying levels of environmental commitment in products and services. This
movement marked a transition towards a broader, more integrated approach to marketing with sustainability at
its core.

Fig. 2 Progression of marketing

Green Marketing Evolution According to Lee (2008)

The development of green marketing has progressed through three distinct stages, as articulated by Lee (2008).
The journey began in the 1980s when businesses started focusing on promoting environmentally friendly
products, primarily emphasizing aspects like energy efficiency and reduced environmental impact. These early
green products were designed to minimize harm to the planet, appealing to an emerging segment of
environmentally conscious consumers (Peattie and Crane, 2005).

The Second Stage: Backlash and Greenwashing

The second stage, emerging in the 1990s, marked a turning point for green marketing. Rather than seeing
sustained growth, green marketing faced significant resistance as consumers began to feel overwhelmed by a
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wave of confusing and often misleading environmental claims from companies. Many businesses, eager to
profit from the green trend, made exaggerated environmental promises that were not backed by solid practices.
This led to a loss of consumer trust, as individuals grew skeptical of "green" products that seemed little more
than a marketing gimmick. This phenomenon—known as greenwashing—refers to the deceptive practice of
falsely promoting products as environmentally friendly (Vermillion and Peart, 2010). Greenwashing was a
direct result of marketing decisions that prioritized short-term profit over building long-term customer trust.
Unfortunately, this eroded consumer confidence in corporate sustainability efforts (Zinkhan and Carlson,
1995).

The Third Stage: A New Era Driven by Technology and Regulatory Pressure

The dawn of the 21st century introduced the third stage of green marketing, propelled by rapid technological
advancements and stricter government regulations. This stage marked a resurgence of green marketing,
especially as sustainability became a major global focus. Consumer awareness—particularly among the
millennial generation, who tended to be more environmentally conscious—further fuelled demand for
sustainable products. In this era, customer loyalty towards green brands increased, but despite this loyalty,
conversions did not necessarily reflect the growing interest in green offerings. Consumer intent to purchase
eco-friendly products was high, but actual purchases did not always align, reflecting a gap between values and
behaviour (Smith and Brower, 2012).

A More Comprehensive Definition of Green Marketing

In light of these evolutionary stages, many researchers argue that the current understanding of green marketing
is more holistic. It involves a strategic approach to planning, implementing, and managing the development,
pricing, promotion, and distribution of products in a way that satisfies consumer demands, achieves
organizational goals, and aligns with environmental sustainability. This expanded definition not only
emphasizes profit but also strives to create a balance between business success and the broader impact on
ecosystems (Dangelico, 2017).

Green Marketing and Its Limitations

The central aim of green marketing is to raise consumer awareness about the importance of environmental
protection in relation to product consumption. It emphasizes building long-term relationships not only with
customers but also with other key stakeholders, fostering a shared commitment to environmental responsibility
(Moravčíková, 2017). The goal is to cultivate a sense of collective duty toward sustainability, encouraging
consumers to make environmentally responsible choices.

However, while green marketing has proven effective for certain companies in improving their sustainability
performance, it cannot be universally applied across all industries. A prime example is the apparel sector.
When the traditional marketing-mix model, as described by Kotler, is applied, it highlights potential
challenges. Specifically, environmentally friendly products often struggle with the price and promotional
aspects. Research suggests that green consumers are reluctant to pay premium prices for these products, a
sentiment compounded by the lingering effects of the greenwashing backlash from the 1990s (Kilbourne, 1995;
Davis, 1993). As a result, these consumers are often unmoved by green marketing campaigns, leading to a
decline in their impact.

This situation suggests that green marketing, like ecological marketing, has struggled to integrate sustainability
in a meaningful and long-lasting way. The result is that a new approach to marketing is necessary—one that
effectively addresses the challenges of sustainability in a way that goes beyond superficial claims (Belz and
Peattie, 2012).

The Shift Toward Sustainable Marketing

Both greener marketing and sustainable marketing have evolved into more comprehensive, responsible
management practices, integrating stakeholder interests and promoting sustainable economic development.
However, the ongoing challenge lies in managing and nurturing these relationships. Despite the holistic
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approach that both green and sustainable marketing adopt, the long-term maintenance of these relationships
with stakeholders remains an underdeveloped area (Kumar et al., 2013).

Sustainable Marketing and Sustainability Marketing

The third phase in the evolution of marketing, sustainable marketing, marks a significant shift toward aligning
market practices with the goal of incorporating socio-environmental costs that were traditionally externalized.
This phase focuses on transforming markets and marketing practices to achieve tangible progress in integrating
these previously unaccounted costs into the decision-making processes of businesses. However, the notion of
sustainable marketing tends to imply the attainment of a final, sustainable end state—something that is not only
challenging to measure but also varies according to the sustainability standards of the society in which it
occurs. This has led to a broader and more useful concept: sustainability marketing.

Sustainability marketing seeks to blend the environmental and ethical focus of green marketing with a more
relationship-based marketing approach. The aim is to build long-term, sustainability-oriented value-driven
relationships with customers, positioning businesses as responsible agents of both ecological and social
betterment (Belz and Peattie, 2012).

Distinction between Sustainable Marketing and Sustainability Marketing

It’s crucial to distinguish between sustainable marketing and *sustainability marketing. The term "sustainable"
can be interpreted to mean something long-lasting or durable, so sustainable marketing may be viewed as a
strategy focused on building enduring customer relationships—without necessarily considering sustainable
development or broader sustainability goals. In contrast, *sustainability marketing is directly tied to the
sustainable development agenda and aims to integrate the core principles of sustainability into the entire
marketing process (Belz and Peattie, 2012).

Characteristics and Broader Scope of Sustainability Marketing

According to Rakic and Rakic (2015), sustainability marketing operates on a larger scale, oriented toward
societal goals such as environmental protection and social well-being. It advocates the involvement of national
and local governments, businesses, organizations, and communities—along with the required human, financial,
and infrastructural resources to successfully drive change. The concept of sustainability marketing integrates
various dimensions, including economic, environmental, social, ethical, and technological aspects (Lim, 2016).

Conceptual Approaches to Sustainability Marketing

Kemper (2019) identifies three distinct conceptualizations of sustainability marketing:

1. Auxiliary Sustainability Marketing: This approach centres on the creation and promotion of
sustainable products. It emphasizes producing items with minimal negative impact on the environment.
2. Reformative Sustainability Marketing: Expanding on the auxiliary approach, this concept not only
focuses on sustainable products but also works to encourage sustainable lifestyles and behavioural
shifts in consumers. This method integrates advocacy for environmental responsibility and lifestyle
changes beyond purchasing decisions.
3. Transformative Sustainability Marketing: This most advanced stage aims for deeper systemic change.
It stresses the need for a fundamental transformation of existing institutions, societal norms, and
business practices, promoting critical reflection on the unsustainable aspects of current market
operations. It challenges businesses to reconsider and transform the very structure of their approach to
sustainability.
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Phases of evolution of sustainable marketing

Sustainable Marketing
By Rakshitha R

For any business, sustainability is something that people should aim for. Marketers need to understand the
essence of this strategy and so as to why the businesses have to pursue sustainable marketing.

What is sustainable marketing?

Sustainable marketing is socially and environmentally responsible marketing that meets the present needs of
the consumers and business while also preserving or enhancing the ability of future generation to meet their
needs.
 It is the process that involves selling products and services that are environmentally friendly.

 It can also include reducing a company’s impact on Environment.

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Definition of sustainable marketing

According to Martin and Schouten(2014) defined sustainable marketing as:
“the process of creating, communicating and delivering value to customers in such a way that both
natural and human capital a preserved or enhanced throughout.”

Belz and Peattie(2012) provide enhanced explanations which state that sustainable marketing consists of:
“planning, organising and implementing and controlling marketing resources and programmes to satisfy
consumer wants and needs while considering social and environment criteria and meeting corporate
objectives.”
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Objective of study
 To explore theoretical foundations of sustainable marketing
 identifying it's key principles and how they have evolved overtime.

Phases of evolution of sustainable marketing

Sustainable marketing has evolved through many phases, with a main focus on environmental and social
issues. Integrating concern about the environment into the practice and principles of marketing is an idea that
has been with us since the 1970s. Overtime the understanding of the interaction between the economy and
environment has developed, and therefore the ideas about what might constitute green marketing has
continued to evolve.

There are 3 long phases in evolution of sustainable marketing.

 The first phase was known as the ecological phase.
Ecological marketing, a narrowly focused initiative which concentrated on reducing the dependent on
particularly damaging products.
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 The second phase was called as the environmental phase.

Environment marketing, a more broadly based initiative which aimed to reduce environmental damage
by tapping into green consumer demand and opportunities for competitive advantage.

 The third phase was termed as the sustainable phase.

Sustainable marketing, a more radical approach to markets and marketing which seeks to meet the full
environmental costs of production and consumption to create a sustainable economy.

1. The ecological marketing: ( this phase took place around

1960s) where the focus was to limit the amount of
pollution being produced by the most toxic industries.

In 1975 Karl henion and Thomas Kinnear published the signature book
“Economical marketing” which is the first to offer a definition of the term
economic marketing. This work can be viewed as the result of the increase
attention and concern of the part of the academy world about environmental
problem. One year prior to Henion and Kinnear’s book 1975 George fisk’s
“Marketing and the Economical crisis” was published in 1974. In spite of
all these details it can be said that in the mid 1970's the second period of the
ecological marketing paradigm development is jump – started, which can also
be called the ecological marketing period. The works from this period are
dedicated to link between marketing and the different ecological problems on
the whole, the term ecological marketing is recognised; it becomes widely
accepted approximately by the mid 1980s.
 30

One characteristic of the ecological marketing paradigm development

during the studied time period is a relatively narrow focus on environment
issues such as oil spills, air pollution, oil field depletion, damaging ecosystem
through the use of pesticides and a herbicides, etc. Another characteristic of
this period is it tendency for identifying certain products and companies that
either cause ecological problems or can help solve them. It can also be said
that at this stage the ecological conception in marketing is shared by a very
narrow circle of companies and consumers.

The consequence of the emergence of ecological orientation for

marketing at that time can be sought primarily in changes to the legal
regulation. For the decision -makers in the field of marketing in this period,
meeting the so called ecological requirements is done with the help of the
company lawyers and engineers. They are the ones who are relied on to
introduce company products and activities in accordance with legal
regulations. Companies adaption to new ecological requirements is realised
mainly through improvements in the production processes, whose purpose is
to decrease pollution. It can be said that even the most ecological Avant-garde
companies from this period view ecological regulations primarily as
additional limitations that increase costs. The decisions concerning
environmental protection and improvement in this period are enforced by the
legal requirements and on the whole they lead to an increase in prices.
However, a handful of firms can be found that fully embrace the ecological
 31
orientation, which become central for them. However, it soon proved to be
too insufficient in order to fully cope with the environmental and social
aspects of sustainability as elaborated by Henion and Kinnear (1976).
Therefore, Ecological marketing did not fullfil the requirements for taking
into account the sustainability agenda.

2. The Environmental/ Green and Greener marketing: (In the late

1980s changes in social and business landscapes raised
environmental issues within the field Of green marketing.
During this phase, marketers focused on clean technology
applicable to The design of innovative products, a decrease of
pollution and waste (Lazar, 2017))

The 1980s era of environmental marketing focused on developing products

with superior socio-environmental performance with the aim of marketing them to
the ‘green consumer’ in search of competitive advantage. Some companies have
started to label their products and services as “environmentally friendly or friendly”
(Orgonáš and Lipianska, 2009). This was more opportunity focused and involved a
far wider range of industries. It reflected growing consumer interest in
 32
sustainability issues, and higher levels of information available through the
development of sustainability oriented guides and labels.

https://digitalcommons.sacredheart.edu/acadfest/2021/all/107
https://doi.org/10.1515/openec-2019-0006

The next phase the development of ecological marketing begins in the late 1980s. A series of ecological
disaster which brought attention are : the tragedy in Indian town Bhopal (1984), the emergency of the ozone
layer (1985), the Chernobyl disaster (1986), the Exxon valdez oil spills(1986), etc. The media coverage of
these events often many peoples eyes to the environment problems which became the top subject of discussion.
First is the concept of sustainable development. The term appears for the first time in 1987 in the report by
the world commission on environment and development titled “Our Common Future”. This report define the
term sustainable development as “that type of development comma where the needs of the present generation
are satisfied, but not at the expense of satisfying the needs of the future generations.”
Second, the concept of waste fee technologies. During this period the transition is observed from partial
measures which are expressed in attempts for correction after the end of production process.
Third, is the emergence of new type of customers called “green customer” whose behaviour is different.
Fourth, is the emergence of the new concept of eco-performance which should be noted according to which
the competing products and companies are differentiated on the basis of the economical dimensions.
Fifth, the concept of ecological quality. During The green marketing period, the Requirements towards the
companies With regard to environmental Preservation grow significantly. It is No longer sufficient for one
company To implement partial measures For environmental protection.

During this phase, customers were apprehensive and Corporations had trouble assuring them that their
products and services were eco-friendly. Positive impacts that came from this stage were the scientific
discoveries and the execution of Recyclable packaging. It was uncovered that during the 1990s, green
marketing gained a lot of Public interest, however, it later declined. The decline was believed to be
caused by firms’ Unwillingness to adopt green strategies as they perceived it to be a restriction and
costly.

3. The sustainable marketing: (The Sustainable phase of

green marketing began around 2000 and is ongoing to the
present date.)
 33
The Objective of the sustainable phase is the specific green product requirements, for instance, made Of
non-toxic materials, recyclable, energy-efficient, and little impact on the environment. Additionally, its
goal is to meet the environmental costs of production and consumption to create A sustainable economy.
The sustainable phase is credited with gaining the attention of many Companies, and various companies
began using sustainable green marketing for the benefits of Consumers, the future, and justice for the
environment (Vilkaite-Vaitone & Skackauskiene,2019)

Sustainable phase that started since 2000 features the initiatives of specific requirements for product
consumption, i.e. to have a low impact Upon the environment. Marketing becomes more radical with a goal to

meet full environmental costs of production and consumption in order to create a sustainable economy.
Sustainability phase raises a special requirement for production and consumption: to ensure that the current
material standard of living shall not be harmful to living of future generations (Peattie, 2001)
 34

https://www.researchgate.net/publication/
359815372_Evolution_of_Sustainability_in_Marketing

Conclusion:
Every marketing strategy has its benefits and its limitations; however, it is marketers’ Responsibility to
recognize the long-term benefits from adapting to the environmental movement. In addition, another
way to prevent Greenwashing may be for a government body to provide an educational course on the
dimensions Of a green product and a standardized examination of a company’s products and supply
chain That are interested in making eco-friendly claims. There are numerous opportunities a
corporation Will receive when greening their business, such as gaining consumer trust and loyalty,
increased Profits, new market opportunities, competitive advantage, decreased long-run costs,
innovation, And an upgrade of the overall brand image.
No doubt that concept of sustainability marketing strategy has evolved over the time.
Starting its Journey from ecological issues it has reached now on sustainability issues. This journey of
sustainability Issues in marketing strategy has been discussed through different views of several authors.
The study revealed that the sustainability can be implemented in marketing strategy when the
companies will adopt it in their business practices. The companies are slow in adopting this concept in
marketing Strategy. Despite of the emergence of sustainability concept in 1987, companies are still
planning to make Best use of it in their marketing strategy. The companies have to give importance to
sustainability issues As its importance has already realized. It is a win-win approach both from the side
of company and Customers. Therefore, companies have to resolve related issues and challenges to adopt
the sustainability Criteria in marketing. Already companies are influenced by various stakeholders to
adopt sustainability in Marketing strategy (Camino, 2007). Moreover, it will become a moral obligation
in future. Before that Companies should pro-actively adopt sustainability in marketing strategy.
 35

SUSTAINABLE MARKET IN INDIA

By SWATHI E
241BCOMC08

Sustainable market

India’s sustainable market is growing, with initiatives in

renewable energy, electric vehicles, waste management,
and sustainable agriculture. The country is also working
to promote ecological responsibility and reduce its
environmental impact.
 36

A sustainable market is a system where goods and

services are exchanged in a way that is ethical,
environmentally friendly, and sustainable. Sustainable
markets aim to reduce the effects of environmental
pollution and natural resource degradation.

Companies promote their sustainable practices through

marketing to appeal to customers who care about social
and environmental responsibility.
Companies should be transparent about their
sustainable initiatives and communicate them clearly
and truthfully.
Companies should take responsibility for their impacts
and opportunities.

Sustainable marketing considers the social and

environmental impact of a company’s products
and services.
 37

Key Features of Sustainable Markets in

India

1. *Environmentally conscious*: Products and

services are designed to minimize waste, reduce

carbon footprint, and promote eco-friendly practices.

2. *Socially responsible*:Businesses prioritize fair

labor practices, community engagement, and
inclusive growth.
 38

3. *Economically viable*: Sustainable markets focus

on long-term profitability, innovation, and job
creation.

4. *Inclusive and equitable*: Sustainable markets

provide opportunities for marginalized communities,
women, and small-scale entrepreneurs

Benefits of Sustainable Markets in India

 39

1.*Job creation and economic growth*:

Sustainable markets can generate employment
opportunities and stimulate local economies.

2.*Environmental conservation*: Sustainable

practices can help reduce pollution, conserve natural
resources, and mitigate climate change.

3.*Improved public health*: Sustainable

markets can promote healthy lifestyles, reduce exposure
to toxic chemicals, and improve access to nutritious food.
 40

4.*Social inclusivity and equity*: Sustainable

markets can empower marginalized communities,
promote gender equality, and reduce income disparities.

Examples of Sustainable Markets in India

1. *Organic farming markets*: Promoting

chemical-free farming practices and sustainable
agriculture.

2. *Renewable energy markets*: Encouraging the

adoption of solar, wind, and other clean energy
sources.
 41

3. *Eco-tourism markets*: Supporting responsible

travel practices that conserve natural habitats and
benefit local communities.
4. *Sustainable textiles markets*: Promoting eco-
friendly fabrics, reducing waste, and ensuring fair labor
practices.
 42

HOW IS SUSTAINABLE MARKETING FOLLOWED GLOBALLY

AND SOME EXAMPLES EXPLAINED.
By vaibhavi pradhan

Sustainable marketing is a global approach to promoting products and services that mainly
focuses on meeting consumer needs while minimizing environmental impact and fostering
long term societal well-being. It is increasingly adopted globally as businesses and consumers
alike prioritize environmental, social, and ethical considerations. Companies worldwide are
integrating sustainability into their strategies by highlighting eco-friendly products, ethical
supply chains, and corporate responsibility initiatives. With growing consumer demand for
greener choices, governments, businesses, and organizations are aligning their marketing
efforts with global sustainability goals, such as reducing carbon footprints, promoting
renewable resources, and encouraging conscious consumption. This trend is reshaping and
driving innovation toward a more sustainable future.
There are various varieties through which sustainable marketing is practiced. Some of them
are:
 Promoting eco-friendly products.
 Transparent supply chains.
 Circular economy models.
 Cause marketing.
 Green certifications.
 Digital marketing overprint.
 Consumer education.
 Regional initiatives.
 Green marketing.
 Ethical marketing.

These are some of the practices that are practiced regionally as well as globally so that
the companies can satisfy the consumer wants.
Strategies like carbon offsetting and eco-friendly packaging have been implemented by several
brands, it is imperative to be creative to leave a mark on the competitive sustainability market.
Authenticity is key to sustainability marketing. Brands must develop storylines that
demonstrate their sincere dedication to social and environmental problems. To demonstrate
development and openness, this narrative should emphasise the trip, flaws and all. Sharing
difficulties in converting to renewable energy sources or reaching zero waste, for instance,
humanises the company and increases customer trust.
But promoting sustainability isn’t just about satisfying customer demands; it’s also
about future-proofing companies. Regulations pertaining to climate change and resource
scarcity are examples of issues that require today’s attention. Brands can spearhead a
sustainable revolution by implementing creative tactics, being open and honest, and enabling
customers to participate.
 43
Those who act authentically and with purpose will be the ones of the future.
Sustainability marketing is a revolutionary strategy that guarantees the prosperity of both
enterprises and the environment, not just a passing fad.

Those who are new to green marketing may believe that only small niche brands can actually
improve their practices sufficiently to be truly green businesses.

But that’s not the case. Sustainable practices have been embraced by a slew of well-
known global corporations in recent times.

Several global brands have emerged as pioneers in green marketing, leveraging sustainable
practices and innovative solutions to address environmental and societal challenges. These
companies focus on minimizing their environmental footprint by adopting eco-friendly
materials, promoting renewable energy, and encouraging responsible consumption. They also
play a vital role in educating consumers about sustainability and inspiring them to make
environmentally conscious choices. By integrating social responsibility into their business
models, these brands not only contribute to environmental preservation but also create
meaningful value for society, setting an example for others to follow in the journey toward a
greener future.

Starbucks

When it comes to environmentally-friendly business practices, Starbucks is one of the

few corporations that has not only embraced but has also remained dedicated. The usage of
power by Starbucks is minimized with solar energy.
 44
Aside from that, they’ve made a point of employing eco-friendly building materials in
their outlets. For the benefit of the city’s streets, they ran a highly successful Facebook
campaign encouraging people to help plant trees and paint the sidewalks.

Throughout the world, this green marketing example was hailed as a success. They’re
now attempting to make use of recyclable cups in order to cut down on the amount of
garbage they generate.

The Greener Store Framework, co-developed with WWF in 2018, aims to expedite
retail’s transition to lower-impact shops that reduce carbon emissions, water use, and landfill
trash. Starbucks operates more than 2,300 Greener Stores in the U.S. and Canada and will use
the framework outside of North America to develop and convert 10,000 by 2025.

STARBUCKS CONTRIBUTION TOWARS SUSTAINABLE MARKETING

 45
Patagonia

Patagonia contributes to climate change concerns and seeks to find more

environmentally friendly ways to make their goods. It is also honest with buyers, stating that
the jackets’ shells are made of fossil fuels, which are not fully green. As long as the community
can perceive the company’s genuine interest in saving our world, this truth will have no effect
on the brand’s reputation.

The Common Threads Recycling Program is one of the company’s most effective
environmental programs. Its purpose was to help customers get more use out of things they’d
already bought.

For the previous five years, Patagonia has maintained or improved on its “outstanding”
rating as a certified B Corporation (151). According to the Fashion Transparency Index, which
conducted an audit of the Ventura, California, company in 2020, it received a 60 percent
approval rating (the average score is 23 percent).

Here are their three key goals for the future:

By 2025, we will no longer need virgin petroleum fiber. Better Sweater® jackets are
made using recycled polyester to protest Big Oil. Since Fall 2019, they’ve prevented 14.6
million pounds of CO2 from entering the atmosphere.

The packaging will be 100% reusable, biodegradable, renewable, or recyclable by 2025.

They are using algal ink on hangtags and packaging, reducing plastic, and using QR code
technology to cut paper by 100,000 pounds a year.

By 2030, the business will be net-zero. First, they are developing less-impactful items to
minimize their footprint to 1.5 C. In 2020, the Nano Puff jacket switched to postconsumer
recycled polyester insulation, lowering emissions by roughly half.

In addition, the company frequently gives millions of dollars to projects that encourage
sustainable farming techniques, conservation of endangered species, and forest restoration.
 46

Apple
In 2019, when Apple introduced updated versions of the MacBook Air and the
MacBook Mini, they made the declaration that these goods were produced from aluminum that
was 100% recyclable. For this particular year, their tagline was “Truly Innovative products
leave their mark on the world but not on the planet.”
The interpretation of this remark is that they are working toward the goal of developing
new items while also reducing the amount of trash and electrical waste that they make. In
addition to this, Apple ensures that the components and chemicals it uses in its products are not
only secure for the consumer but also secure for the natural environment in which they will be
used.
In 2021, about 20 percent of the material used in Apple products was recycled, the
highest-ever use of recycled materials. In its 2022 Environmental Progress Report, Apple
provided additional information on its progress, as well as its initiatives in recycling innovation
and sustainable energy.
 47
For instance, the claim that the exposure to nickel metal, which can sometimes be the
cause of allergic responses, has been reduced as much as possible. Although Apple still has a
long way to go before adopting environmentally friendly practices, the company has already
made significant progress in this direction.

Unilever
One company that is demonstrating leadership in the green movement is Unilever,
which employs environmentally responsible practices. It encourages the use of recycled
resources, which are better for the environment overall. Because of this strategy, 75 percent of
the non-hazardous trash produced by the corporation is transported to recycling centers rather
than being dumped in landfills.
As part of its corporate identity, the company implemented environmentally friendly
marketing efforts. Through the provision of eco-friendly options, it raises environmental
consciousness.
With a target of net-zero emissions across its value chain by 2039, Unilever launched
Unilever Climate Promise which encourages its supply partners to show their shared values and
commitment to reducing their GHG emissions footprint.
They claim that consumer decisions are responsible for 70 percent of the company’s
overall carbon impact. This covers considerations such as whether items are in demand, as well
 48
as whether or not those things are used appropriately and disposed of in an appropriate manner,
such as via recycling.

IKEA
IKEA, a significant brand that is focused on renewable energy and sustainable sourcing,
has established a strategy called “People and Planet Positive” that supports eco-friendly
practices, solar energy, and regenerative environmental activities. This green marketing
campaign’s objective is to lessen the harmful effects that the company’s operations have on the
surrounding ecosystem.
IKEA is a green marketing example of a company that is striving toward the creation of
renewable energy that is 100 percent of the total energy used in its shops and the reduction of
its already low percentage of waste to a proportion that is below the existing 15 percent.
In 2028, plastic will be shown on the door of the company’s existing inventory. For
concerns of food safety and hygiene, IKEA will only continue to use plastic in a small number
of its food products. Cutlery and straws, both of which are frequently thrown away, are being
repurposed into more environmentally friendly alternatives.
IKEA Group’s 2020 revenue was over 40 billion euros. But less than 10 percent of the
company’s packaging is plastic. The objective is to eradicate the dangerous element totally,
therefore they’re open to any options, including a revolutionary packaging strategy.
 49

Johnson & Johnson's

Johnson & Johnson sells bandages and other items for infants and children. It’s also
well-known for the efforts it has made to build environmentally friendly procedures internally,
including training staff on the job to teach them how to incorporate environmentally friendly
practices into their work.
The procurement of renewable electricity by J&J is in line with the company’s larger
climate action policy. They see a direct correlation between climate change and health, arguing
that it alters the patterns of infectious diseases and raises concerns about drought and food
scarcity.
As part of the Race to Zero/Business Ambition for 1.5 initiative, J&J has established the
following interim goals:
100 percent of the world’s power will come from renewable sources by 2025.
Reach carbon neutral operations by 2030, exceeding the Science-Based target of a 60
percent reduction in absolute Scope 1 and 2 emissions from 2016 levels.
At least a 20% reduction in 2016 levels in the upstream value chain’s absolute emissions.
 50

Too Good To Go
Every year, 10 million tons of food are thrown away at restaurants. To address this
issue, Too Good To Go created an eco-friendly marketing strategy. People all across the world
could join the fight against food waste by downloading a unique app where they can buy
leftovers. The list contains meals and fruit that are thrown out at the end of service by some of
the best restaurants in the country.
Consumers will be able to get high-quality food at a significantly lower price thanks to
this green business practice example. A mobile app, Too Good To Go, saved 2.5 million meals
from going to waste. CO2 emissions are reduced by an additional 2.50 kg for every saved meal.
Too Good To Go will offset unavoidable emissions by funding climate action efforts.
In 2020, they financed initiatives in Peru and India; in 2021, they added Malawi and Turkey.
The food system is the largest deforestation driver. Too Good To Go proposes a
sustainable food system by protecting the Peruvian Amazon and preserving biodiversity. The
REDD+ Project teaches sustainable agriculture practices and offers jobs for locals.
Too Good To Go also agreed to finance a renewable energy project in India to offset
its high-emitting web servers. This solar plant boosts India’s renewable energy system. This
initiative reduces 659,000 tonnes of CO2 per year.
 51

As the reserch of the mentioned brands comes to an end, their efforts toward helping society
and supporting communities leave a lasting impact. Their work in areas like innovation,
sustainability, and social responsibility sets an example for others to follow. Similarly, the
remaining brands listed below continue this mission by focusing on making a positive
difference through their actions, products, and services. They are committed to building a better
and fairer society, ensuring that progress benefits everyone. The complete list of such brands is
provided at the end of this document.
 THE BODY SHOP
 TIMBERLAND
 TOMS
 NIKE
 H&M
 BODEN
 HERSHEY
 WORLD WILDLIFE FUND(WWF)
 COCO-COLA
 TESLA

These were few examples that set some standards in the society which shows on how a
responsible business should not only think about its profit but also society’s welfare and show
some ethics towards its surrounding.
 52

PROS OF SUSTAINABLE
MARKETING
-241bcomc36
Embracing sustainable marketing can significantly
bolster your brand's reputation. Modern consumers are
increasingly environmentally conscious, and they favor
businesses that align with their values. Adopting green
practices sends a strong message about your
commitment to the planet.

What are the main benefits of sustainable

development?
The benefits of sustainable development for people and
the planet are numerous. It’s intended to improve the

quality of life for all and is based on the understanding that

 53
environmental, economic and social issues are linked.
Economically speaking, sustainable practices can create a
healthier, safer and more productive environment.

Socially, sustainable practices can help strengthen

community bonds, improve quality of life and provide hope
for a better future. Environmentally, sustainable practices
can help protect natural resources, mitigate and adapt to
climate change and promote biodiversity. Social inclusion
and sustainability benefits that result from sustainable
development, are directly linked to electrification
 54

Environmental well being

What are the benefits of sustainability? development,
the biodiversity on which our lives and our economic
activities depend would be lost. So how is biodiversity
related to sustainability? Biodiversity plays a key role in the
achievement of the 17 United Nations Sustainable
Development Goals (SDGs). Without it we would not have
food to eat or clean water to drink. Biodiversity also
mitigates climate change, supports human health, and
provides jobs. Together, biodiversity and healthy
ecosystems increase resilience and serve as natural
buffers against extreme weather events such as droughts,
storms, and other disasters. This is why Enel X is
committed to the preservation of biodiversity which goes
hand in hand with sustainability.
 55

Social and community benefits

Enel X believes that achieving a sustainable world means
fostering innovation. This means basing our progress on
the circular economy model, unlocking new opportunities
to improve people’s lives through e-mobility and smart
homes, smart cities and innovative business solutions,
ultrabroadband connectivity and digital payments. By
aligning our mission to the to the 17 Sustainable
Development Goals (SGDs), particularly affordable and
clean energy for all (SDG 7), industry, innovation and
infrastructure (SDG 9), sustainable cities and communities
(SDG 11) and climate action (SDG 13) our services bring
about social and community benefits.
 56

What are the advantages of sustainable development for

smart cities?

Cities account for 70% of worldwide emissions and are

home to more than half of the world’s population. Changing
the face of urban environments to make them more
efficient, livable and sustainable is a paramount priority.
Enel X enables cities to meet the UN Sustainable
Development Goals (SDGs) by upgrading infrastructure,
digitizing public services and leading the transition to
renewable energy. Our approach for smart cities embraces
the entire city ecosystem – from lighting to infrastructure,
from transportation to urban design. We partner with
administrations, communities and stakeholders to deliver
cutting-edge solutions for smart, efficient, welcoming and
sustainable cities.
 57

Enhanced Brand Recognition

Brands that incorporate purpose earn enhanced brand
recognition for that work, which can become a competitive
advantage and result in higher profitability. Patagonia is a
prime example of a company known for its sustainability
programs. Its founder, Yvon Chouinard, envisioned the
company as a pillar of sustainability and set the stage for
other companies to follow. Patagonia sells outdoor wear
that is durable and designed around sustainability. The
brand will repair its goods to avoid customers purchasing
new ones when they reuse them. It also donates 1 percent
of annual sales to good causes worldwide. Finally,
Patagonia facilitates an Action Works website that
connects interested parties with local environmental
protection groups to promote activism.20 These
 58
sustainability activities are critical to ensuring that
Patagonia is a brand with a purpose.

Reduced Costs
Sustainability practices often carry an up-front investment;
however, over time, these costs typically return a cost
reduction. A survey by Bain & Company indicates five
times revenue growth among all brands scoring highest on
sustainability.21 This is possible because sustainability
programs mean reduced materials, recycling programs,
and lower use of natural resources, which are all good for
the planet and reduce production cost

For example,
Ben & Jerry’s stopped using plastic straws and spoons in
its stores.22 This reduction strategy was good for the planet
while also decreasing expenses for the business,
demonstrating that planet and profits can be mutually
 59
beneficial. Founders Ben Cohen and Jerry Greenfield set
forth a product, economic, and social mission for the
business. In response to the success seen from Ben &
Jerry’s, the “triple bottom line” mission has been adopted
by many organizations that seek to align profit, planet, and
people.

Improved Effectiveness
Sustainability practices can improve organization
effectiveness. For example, investing in human capital is
an area of importance because potential new employees
consider purpose, well-being, culture, diversity, equity, and
inclusion when deciding where to work. Mastercard is an
organization that prioritizes its people, and it sees
improved effectiveness as a result. Mastercard saw an
average annual profit growth of nearly 19 percent in the 10
years it connected purpose to profits.23
The Anya Hindmarch company brought attention to the
excessive use of plastic bags in 2007 with its “I Am Not a
Plastic Bag” campaign.24 The campaign sought to replace
plastic bags with an eco-friendly alternative that reuses
existing materials. Since 2007, companies have followed
suit with reusable tote bags that serve as both a
sustainability measure and a means of advertising their
brands.
 60

3 pillars of sustainable marketing:

Environmental responsibility: this pillar focuses
on reducing negative environmental impacts
through the use of eco-friendly materials,
energy-efficient processes, and waste reduction.
Social responsibility: this pillar centers on
ethical business practices, fair labor conditions,
and supporting community initiatives. Economic
viability: this pillar strives for a balance between
profitability and sustainable practices, ensuring
long-term economic growth without exploiting
resources.
 61

Sustainable building has recently been a hot

topic in the construction and real estate
industries. Sustainable and environmentally
friendly buildings are constructed and designed.
The sustainable building reduces their
environmental impact and promotes health and
well-being. A Sustainable building has the
following ten advantages:

Efficiency in energy use: One of the primary

benefits of sustainable building is increased
energy efficiency. It can reduce carbon
footprints because they use less energy. In
addition, energy-efficient technologies such as
double-paned windows and insulation are
utilized. Water Efficiency: Sustainable buildings
also conserve water. They use low-flow toilets,
showers, and faucets and implement rainwater
harvesting systems. As a result, water is saved,
water bills are reduced, and local water
resources are less strained.
Enhanced indoor air quality: Indoor air quality is
improved by sustainable buildings. They use
low-emission materials, have sound ventilation
systems, and promote healthy indoor air by
reducing pollutants and allergens.
 62

Durability: Durable materials are often used in

sustainable buildings. The result is both a
reduction in waste generation and a reduction in
the need for frequent maintenance and repairs.
Better Health: Sustainable buildings promote
better health for those who use them. The air
quality is better, natural light is encouraged, and
green spaces are available. This can lead to
reduced stress levels and improved mental and
physical health.
Increased Productivity: Sustainable buildings
have been shown to increase productivity. A
healthier, more comfortable work environment
leads to higher motivation and engagement.
Cost Savings: Although Sustainable buildings
may have a higher upfront cost, they can result
in significant cost savings in the long term.
Energy-efficient buildings reduce energy bills,
and water-efficient buildings reduce water bills.
An increase in property value: Sustainable
buildings are often more valuable than
conventional ones. They are in high demand
and can fetch a higher rent or sale price.
Environmental Sustainability: Environmentally
friendly buildings reduce the impact on the
 63

environment. They conserve resources, reduce

waste, and promote sustainable practices.
Increased Market Demand: There is a growing
demand for sustainable buildings from
consumers and businesses alike. As a result,
sustainable building technologies and practices
have attracted more investment.

Conclusion
 64

After reading all the information given above

we can conclude Sustainable marketing offers
numerous benefits to companies that embrace it.
From driving sales and gaining competitive
advantages to attracting top talent, winning
tenders, and attracting investments, sustainable
marketing is a strategic approach that yields
positive outcomes across various business areas.
By incorporating sustainable practices
throughout the marketing cycle and effectively
communicating these efforts, companies can
achieve financial growth while making a
 65

positive impact on the community and the

environment.
 66

DISADVANTAGES DUE TO FOLLOWING

SUSTAINABLE MARKETING
By Jessica . s
241bcomc85

Although sustainability continues to grow as an

important business concept, focusing on
sustainability in marketing entails significant risks
that need to be addressed. These risks can cause
problems with a company’s marketing plan, short
and long term.
The sustainable marketing risks can be categorized
as follows:

1. Marketing risk
2. Operating risk
 67

3. Corporte image risk

1.Market risk

Addressing market risks are part of a normal strategy and

marketing plan development process, but sustainability
adds a dimension of uncertainty due to its relative
“newness.” Marketing sustainability is in its high-risk
phase since the consumer appeal for sustainability is still
not well defined. It is true that consumers, when polled,
will espouse sustainability’s benefits and appeal, but a
gap currently exists between the consumers’ words and
actions.
As a result, the following market risks are associated with
sustainability initiatives:
1.Weakness in sustainability’s consumer appeal,
particularly relative to more basic incentives, such as
value, convenience, and efficacy
2.Lack of understanding and personal appreciation of
sustainability’s benefits among consumer groups
https://saylordotorg.github.io/text_the-sustainable-
business-case-book/s10-03-business-risks-of-
sustainabili.html
 68

2.OPERATING RISKS

Chasing the opportunity presented by the growing

awareness of sustainability also can create
operating risks that need to be addressed during
marketing plan development and execution. Much
discussion on this subject has taken place, and the
issues are fairly straightforward. The following
operating risks are associated with pursuing
sustainability initiatives as part of a marketing plan:
1. Loss in profitability
2. Loss of focus

https://saylordotorg.github.io/text_the-
sustainable-business-case-book/s10-03-
business-risks-of-sustainabili.html
 69

Just as sustainability would seem to be a rallying cry for

consumers, some companies have jumped on
sustainability as a rallying cry for employees. By
incorporating sustainability into corporate mission
statements and adding green to their products, some
companies like Timberland believe that they can drive
business improvement via a competitive advantage. All
this seems to be a reasonable operating assumption, and
a growing number of companies including Timberland
have been successful operating under this assumption.
Loss of profitability can occur, however, if a company uses
more financial and human resources than competitors
without gaining a commensurate benefit. As an example,
activities designed to protect the environment have costs.
If a company cannot price to recover these costs or if the
costs do not lead to benefits that make products superior
in the minds of the consumer, then the company now
operates at a cost disadvantage versus competition. By
internalizing these costs and not receiving a real benefit,
a company may experience loss of sales, market share,
and profitability.
In addition, adding sustainability to the marketing mix
can lead to a loss of focus on the primary objective:
 70
economic profitability and economic sustainability.
Driving activity through marketing to results that are not
part of the core economic strategy may lead a company to
damage its profitability by loss of focus and misallocation
of critical resources.

3 . CORPORATE IMAGE RISKS

The last risk classification deals with the risks to

corporate image that can occur when pursuing
sustainability marketing activities and goals.
Although all marketing activities have implications
for corporate image, sustainability marketing
activities can create a higher level of positive or
negative impact on image. This is probably because
sustainability is a more altruistic and noble cause
versus other business objectives and also
increasingly of interest to the media and general
public and therefore a highly visible company
activity.
 71

The following corporate image risks are associated

with sustainability marketing:
1. Negative greenwashing image
2. Magnified negative impact of an inconsistent
action.
Green washing is the use of green marketing to
give the incorrect impression that the
company’s strategy, operations, and products
are designed to be beneficial to the
environment. The company attempts to market
their green credentials to improve their public
image to generate greater sales through
positive “spin.” Companies embarking on this
path are taking a significant risk because
exposure of the company’s true activities and
footprint could result in a relatively large
negative impact on all elements of the
marketing and public relations plan and
eventually sales and profitability. Even
companies that are sincere but are perceived to
be insincere by the public can suffer grave
consequences. It is imperative for companies
employing sustainability marketing to be
 72
genuine in their motivation and effective in its
execution. The damage done by even a hint of
insincerity or with poor execution is potentially
irreversible.

Challenges faced due to sustainable

marketing

There are various challenges to sustainable

marketing practices in emerg-ing markets, such as
bottlenecks in creating and managing businesses;
bureaucracy, red tape, and other restrictive
practices; consumer responses to globalization in
the emerging markets; the rise of consumer
movements and customer protection regulations;
and the dark side of emerging markets – copyright
violation, corruption, bribery, counterfeit products,
nepotism and cronyism, political connections
(Sharma et al., 2018).The companies that practice
sustainability have to face challenges until the
consumer becomes aware of the implications of
green products. The companies of emerging
markets sell cost-saving and environmentally
friendly products. They have a clear vision of
 73
becoming top CSR-based companies. The
understaning of society in organization’s product is
becoming visible. Russia faces a challenge from the
government, the public, and experts of developing
the green economy. Russian organizations with
foreign partici-pation are actively engaged in
providing sustainable marketing practices

https://www.researchgate.net/publication/35504192
6_Opportunities_and_Challenges_of_Sustainable_Ma
rketing_Practices_in_Emerging_Markets

ing markets, such as bottlenecks in

creating and managing businesses;
bureaucracy, red tape, and other
restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
 74

– copyright violation, corruption,

bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
companies of emerging markets
sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
 75

Russia faces a challenge from the

government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing sustainable marketing
pract
There are various challenges to
sustainable marketing practices in
emerg-
ing markets, such as bottlenecks in
creating and managing businesses;
bureaucracy, red tape, and other
restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
 76

and customer protection

regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
companies of emerging markets
sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
 77

The understaning of society in

organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing sustainable marketing
practices
There are various challenges to
sustainable marketing practices in
emerg-
ing markets, such as bottlenecks in
creating and managing businesses;
bureaucracy, red tape, and other
restrictive practices; consumer
responses
 78

to globalization in the emerging

markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
companies of emerging markets
sell cost-saving and
environmentally friendly
 79

products. They have a clear vision

of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing sustainable marketing
practices

There are various challenges to

sustainable marketing practices in
emerg-
ing markets, such as bottlenecks in
creating and managing businesses;
 80

bureaucracy, red tape, and other

restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
 81

companies of emerging markets

sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing sustainable marketing
practices.
There are various challenges to
sustainable marketing practices in
emerg-
 82

ing markets, such as bottlenecks in

creating and managing businesses;
bureaucracy, red tape, and other
restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
 83

companies of emerging markets

sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing sustainable marketing
practi
There are various challenges to
sustainable marketing practices in
emerg-
 84

ing markets, such as bottlenecks in

creating and managing businesses;
bureaucracy, red tape, and other
restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
 85

companies of emerging markets

sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing
There are various challenges to
sustainable marketing practices in
emerg-
ing markets, such as bottlenecks in
creating and managing businesses;
 86

bureaucracy, red tape, and other

restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
 87

companies of emerging markets

sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively engaged in
providing
There are various challenges to
sustainable marketing practices in
emerg-
ing markets, such as bottlenecks in
creating and managing businesses;
 88

bureaucracy, red tape, and other

restrictive practices; consumer
responses
to globalization in the emerging
markets; the rise of consumer
movements
and customer protection
regulations; and the dark side of
emerging markets
– copyright violation, corruption,
bribery, counterfeit products,
nepotism
and cronyism, political connections
(Sharma et al., 2018).
The companies that practice
sustainability have to face
challenges until
the consumer becomes aware of
the implications of green products.
The
 89

companies of emerging markets

sell cost-saving and
environmentally friendly
products. They have a clear vision
of becoming top CSR-based
companies.
The understaning of society in
organization’s product is becoming
visible.
Russia faces a challenge from the
government, the public, and
experts of
developing the green economy.
Russian organizations with foreign
partici-
pation are actively en