International Journal of Management, Economics and Social Sciences
2018, Vol. 7(S1), pp. 186 – 205.
ISSN 2304 – 1366


Sustainable Marketing Strategies: Creating Business Value by Meeting Consumer Expectation


Krunal Trivedi1
Pooja Trivedi2
Vandana Goswami3
1Lincoln University of Business and Management, Sharjah, U.A.E
2Academic Professional, Ontario, Canada
3Faculty of Education, Banasthali Vidyapith, Rajsthan, India



Sustainable Marketing strategies are unavoidable for 21st century businesses. Companies have started investing huge amount on these activities. Consumers do expect companies to adopt sustainable strategies but realizing one's need is the only drive for any consumer. Thus, there is gap between business sustainability practices and consumers' expectations. To address this gap, the paper proposes a conceptual framework for sustainability strategies that businesses must adopt. The proposed framework can be an important standpoint for businesses to meet consumers' expectations without compromising business value. The paper identified four major sustainable marketing strategies to be integrated into business practices.

Keywords: Sustainable marketing strategies, business value, consumer expectations, societal marketing, modern marketing
JEL: M19, M31