Sustainable marketing and corporate social responsibility: a path towards sustainable development

Abstract

Negative impacts on the environment, such as the scarcity of natural resources, the deterioration of ecosystems or damage to the ozone layer, are generated rapidly and increasingly due to industrial development and indiscriminate consumption because of the dominant economic system since the middle 20th century. This encourages a series of practices that seek to solve these problems and that are oriented to the conservation of the environment or to the solution of social situations. Among these, sustainable Marketing appears as an integrating practice of the fundamental principles and matters of Corporate Social Responsibility. In this sense, this document discusses the principles of sustainable marketing and CSR as a path towards sustainability that promotes responsible consumption and production. Therefore, some marketing strategies are proposed to meet consumer requirements, which are aligned with organizational objectives and environmental principles, through the development of ecological products. The methodology used is a systemic literature review that starts from two inter-institutional projects that are related in their concern for sustainability. The document concludes that the application of a fundamental social responsibility is necessary for sustainable marketing to take place properly.