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Top1. Introduction
Responsible companies identify what consumers prefer and want and respond with offerings which satisfy customer requirements, create value for customers, and capture value in return (Deshpande, Chouksey, & Babu, 2019). Companies have responsibilities not only towards their customers but also towards the society at large. The business activities should not cause harm to their customers and to the society (Boronat-Navarro & Pérez-Aranda, 2019). Companies should encourage those business activities which are not harmful to the environment, which are sustainable in the long run, and which take care of the requirements of the future generations (Rajnović, Cico, & Eremić–Đorđić, 2019). However, companies require generating revenues and profits and sustaining in the competition. So, not all companies follow the concept of sustainable business practices. They use questionable marketing practices. Such practices serve their selfish motives rather than satisfying the interests of customers and of the society (Pantelic, Sakal, & Zehetner, 2016). Again, even well-intentioned marketing actions that meet the current needs of some consumers may cause immediate or future harm to other consumers or to the larger society. Responsible companies require to evaluate and ensure that their actions are sustainable in the longer run (Modica, Altinay, Farmaki, Gursoy, & Zenga, 2020). Sustainable marketing refers to socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs (Kortam & Mahrous, 2020).
Sustainable marketing requires responsible actions by both businesses and customers. Many individuals view businesses as the cause of economic and social evils. Different grassroots movements have taken place to keep businesses in line. Two major movements include consumerism and environmentalism (Carrigan, 2017). The study discusses about various aspects of consumerism and environmentalism. The study also focuses on the responsibilities of both consumers and businesses in sustaining the environment. It discusses about the social responsibilities of companies and the different initiatives taken by businesses to sustain the environment.
The responsibilities of both consumers and companies towards sustaining the environment cannot be overemphasized. Both consumers and companies should understand their responsibilities. Although many consumers and companies understand their responsibilities towards sustaining the environment, it is imperative that all consumers and companies work together in protecting the environment and ensuring the sustenance of the environment for future generations. So, studies require to be conducted on this important and relevant topic. The study focuses on addressing this research gap.
The objective of the study is to conduct a qualitative and conceptual analysis of the literature on consumerism, environmentalism, and promotion of sustainable marketing. The study also analyzes the responsibilities of businesses towards the environment and the initiatives taken by companies.
The methodology adopted is the qualitative and the conceptual analysis of the literature on promotion of sustainable marketing by companies. Primary data was not collected for the analysis. The study did not aim to conduct an empirical analysis.
The novelty and the contributions of the study lie in the fact that an in-depth qualitative and conceptual analysis of various aspects of promotion of sustainable marketing is done. The responsibilities of both consumers and businesses towards sustaining the environment are highlighted. A conceptual framework of sustainable marketing for companies is suggested. Such a framework will allow companies to understand their responsibilities towards the environment and the society at large and develop strategies and undertake initiatives accordingly. Both academicians and practitioners will realize the importance of sustainability and promotion of sustainable marketing and work towards protecting the interests of the present and the future generations.
The study is structured as follows: