Sustainability marketing in the emerging markets: imperatives, challenges, and agenda setting
Abstract
Purpose
This paper aims to highlight the imperatives for sustainability marketing (SM) adoption in the emerging markets (EMs), identifies challenges that are encumbering them from adopting SM orientation, and proposes research agenda for better understanding of the construct in the EMs.
Design/methodology/approach
The paper draws from literature and experiential knowledge of the author in the EMs to address the objective of the paper.
Findings
Pressure from the global market system, incidence of poverty in the EM, and unsupportive local conditions are argued to be inimical to the adoption of SM orientation in the EMs.
Research limitations/implications
Given the heterogeneity of EMs, the conclusions in this paper may apply to various EMs differently. This must be borne in mind when generalizing the conclusions.
Practical implications
This paper emphasizes the urgent need to modify existing public policies in EMs and to equally redirect the attention of organizations and consumers in EMs to foster sustainability behaviour as a strategic choice for development rather than seeing it as an option.
Originality/value
Apart from bringing to light the imperatives and challenges of SM in EM, the paper offers a blueprint that would guide research in this area.
Keywords
Citation
Nkamnebe, A.D. (2011), "Sustainability marketing in the emerging markets: imperatives, challenges, and agenda setting", International Journal of Emerging Markets, Vol. 6 No. 3, pp. 217-232. https://doi.org/10.1108/17468801111144058
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited