Sustainability marketing in the emerging markets: imperatives, challenges, and agenda setting

Abstract

PurposeThis paper aims to highlight the imperatives for sustainability marketing (SM) adoption in the emerging markets (EMs), identifies challenges that are encumbering them from adopting SM orientation, and proposes research agenda for better understanding of the construct in the EMs.Design/methodology/approachThe paper draws from literature and experiential knowledge of the author in the EMs to address the objective of the paper.FindingsPressure from the global market system, incidence of poverty in the EM, and unsupportive local conditions are argued to be inimical to the adoption of SM orientation in the EMs.Research limitations/implicationsGiven the heterogeneity of EMs, the conclusions in this paper may apply to various EMs differently. This must be borne in mind when generalizing the conclusions.Practical implicationsThis paper emphasizes the urgent need to modify existing public policies in EMs and to equally redirect the attention of organizations and consumers in EMs to foster sustainability behaviour as a strategic choice for development rather than seeing it as an option.Originality/valueApart from bringing to light the imperatives and challenges of SM in EM, the paper offers a blueprint that would guide research in this area.