Affiliation:
1. Indian Institute of Management, Shillong, India
Abstract
Companies and businesses have responsibilities towards environmental sustainability. The objective of the study is to analyze the connections between sustainable marketing and business actions. The methodology adopted is a conceptual analysis of the various aspects of environmental sustainability, sustainable marketing, and its promotion. The sustainable marketing principles relate to consumer-oriented marketing, customer-value marketing, innovative marketing, sense-of-mission marketing, and societal marketing. The responsibilities of companies towards promotion of sustainable marketing and initiatives taken by companies for promotion of sustainable marketing are discussed. The discussions will sensitize businesses and practicing managers about their responsibilities not only towards their customers but also to the society at large. Such understanding will allow businesses to maintain environmental sustainability while generating revenues and profits and while achieving business excellence in the long run.