SUSTAINABLE MARKETING: A LITERATURE REVIEW

Abstract

Purpose- The purpose of the present study is to review the various sustainable activities related to the marketing and to investigate the effect of those sustainable marketing activities on people and environment. The other purpose of the study is to investigate the availability of the sustainable products and to study the consumers and marketer's behavior and perception towards it. Design/methodology/approach- The study is based on the 25 literature reviews from India, USA, France, Taiwan, Greece, New Zealand, Portugal, Malaysia, Europe, Italy, China and Brazil from the time period of 2017 to 2021. All the literature reviews were studied from online journals from different publishers. Findings- The study finds out that there is a lack of availability of sustainable products in the markets and marketers also charge high prices of sustainable products from the consumers.The study also reveals that there is no classification of sustainable products and normal products and it makes difficult for consumers to differentiate between sustainable and normal products.The findings of the study also reveal that sustainable marketing activities positively affect the people and environment of our society. Practical Implications-The findings of the study reveals that sustainable marketing is beneficial for consumers as well as for the marketers. The study also finds that advertising of green and sustainable products and activities with basic benefits positively affect the perception,behavior and intention to purchase or purchasing attitude of the consumers.