The Domain of Sustainable Marketing: A Framework and Research Agenda

Abstract

Sustainable marketing is the zeitgeist of first decade of the twenty-first century, an idea with multiple strands ranging from environmentally-friendly raw materials and packaging through to ethics and fair trade. In this paper, we outline a framework for sustainable marketing, illustrated by examples of good practice from both business-to-business (BtB) and business-to-consumer (BtC) contexts; and we propose a research agenda to develop this important field of study.