Sustainability Marketing in Emerging Markets

Abstract

In light of the importance of emerging markets in the world economy, this study seeks to illustrate how emerging market characteristics, country institutional profiles, and some elements of the task environment in these countries combine to influence sustainability marketing using examples from Uganda as a case in point. Based on a review of the literature on sustainability marketing in emerging markets and a range of theoretical approaches, the study demonstrates that regulatory, cognitive, and normative country profiles plvay a big role in breeding and promoting unsustainable marketing practices. The task environment consisting of infrastructure, education levels, product knowledge, and competition among others also plays a big role in this regard. Recommendations as to what should be done to promote sustainability marketing and suggestions for future research are provided.