Marketing and sustainability

The current global context is driving individuals toward greater sustainability awareness, profoundly influencing markets and corporate behavior. As consumers become more environmentally conscious, companies must adapt by integrating social and ecological concerns into their strategies. Sustainability marketing emerges as a key approach that combines profitability with responsibility, enabling firms to achieve competitive advantage while promoting long-term well-being. This book begins with an exploration of sustainability within the context of marketing, before turning its attention to the modern consumer and the key value drivers that influence behaviors from a sustainable standpoint. It subsequently analyzes the three well known pillars of sustainability – environmental, organizational, and social – through a marketing perspective centered on value propositions and value creation. The discussion then moves to the traditional marketing drivers, all reinterpreted through the contemporary lens in which sustainability serves as a fundamental strategic driver. Numerous case studies are also employed to illustrate how sustainability principles can be effectively embedded into marketing strategies, processes, and business models. By combining analytical rigor, regulatory awareness, and managerial applicability, this book provides updated interpretative frameworks and actionable strategies for implementing sustainable marketing practices.