Rishi Raj Sharma (Guru Nanak Dev University, India)
Tanveer Kaur (Guru Nanak Dev University, India)
Amanjot Singh Syan (Lovely Professional University, India)

Sustainability Marketing

ISBN: 978-1-80071-245-4, eISBN: 978-1-80071-244-7

Publication date: 5 May 2021


Sharma, R.R., Kaur, T. and Syan, A.S. (2021), "Prelims", Sustainability Marketing, Emerald Publishing Limited, Leeds, pp. i-xvii.



Emerald Publishing Limited

Copyright © 2021 by Emerald Publishing Limited

Half Title Page

Sustainability Marketing

Title Page

Sustainability Marketing: New Directions and Practices


Rishi Raj Sharma

Guru Nanak Dev University, India

Tanveer Kaur

Guru Nanak Dev University, India


Amanjot Singh Syan

Lovely Professional University, India

United Kingdom – North America – Japan – India – Malaysia – China

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Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2021

Copyright © 2021 Emerald Publishing Limited

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-80071-245-4 (Print)

ISBN: 978-1-80071-244-7 (Online)

ISBN: 978-1-80071-246-1 (Epub)

List of Figures

Figure 1.1. Value Addition and Sustainability in Businesses.
Figure 2.1. Marketing Eras.
Figure 2.2. Sustainability Marketing Evolution Framework.
Figure 3.1. Phases of Sustainable Development.
Figure 3.2. Triple Bottom Line.
Figure 6.1. Product Recycling.
Figure 6.2. Effect of Fishing on Environmental Sustainability.
Figure 7.1. Ethics vs. Legalities.
Figure 8.1. Environment and Economy – A Balance.
Figure 8.2. Economy, Environment and Society – An Amalgamation.
Figure 9.1. Sustainability Consumer Archetypes.
Figure 10.1. Consumerism and Sustainable Approach.
Figure 11.1. Greenwashing.
Figure 11.2. Mobile Ordering by Starbucks – An Innovation Supporting Sustainability.
Figure 13.1. Work Life Balance – An Assumption.
Figure 13.2. Work Life Balance – A Reality.
Figure 13.3. Knowledge Management and Sustainability.
Figure 13.4. Knowledge Management and Its Linkages.
Figure 15.1. SWOT Analysis.
Figure 15.2. Porter's Competitive Strategy.
Figure 17.1. Sustainability and Tourism.

List of Tables

Table 1.1. Differentiation between the Two Phases of Business Sustainability.

About the Authors

As a team, Rishi Raj Sharma, Tanveer Kaur and Amanjot Singh Syan possess an exquisite blend of expertise and skills that is ideally required for writing an elaborative and engaging text on Sustainability Marketing.

Rishi Raj Sharma is Professor at Guru Nanak Dev University Regional Campus, Gurdaspur (India), where he teaches Marketing management in MBA and undergraduate programs. He has also held various administrative positions and is currently appointed as Associate Dean of Guru Nanak Dev University Regional Campus, Gurdaspur. Dr Sharma has a distinguished academic career with more than 20 years of experience in the field of marketing. After obtaining MBA and PhD in Marketing from GNDU, Amritsar, he started working as Assistant Professor in the same university. His core areas of interest are marketing and its allied fields such as advertising, sustainability marketing and social media marketing. He has published more than 50 research articles in various esteemed research journals. He has attended and chaired more than 100 national and international conferences across the country. He also received Best Empirical Research Paper Awards at conferences held at Bangalore University (2013 and 2014) and Panjab University, Chandigarh (2018). He has also organized various workshops to train the researchers in the field of research design, scale refinement and model construction.

Tanveer Kaur

is Research Associate at the University Business School, Guru Nanak Dev University, Amritsar (India). She holds an MBA in Marketing and is currently pursuing PhD in Marketing Management from the same university. Her core areas of research include Sustainability Marketing and Sustainable Development and she is actively engaged in pursuing her interest in these fields.

Amanjot Singh Syan

is currently working as Assistant Professor at Mittal School of Business, Lovely Professional University, India. He holds an MBA degree with an emphasis in financial management from Guru Nanak Dev University, Amritsar, and is presently pursuing his PhD from the same university. His areas of interest include sustainability and sustainable development. He has published various research articles and book chapters in international and national journals of repute.

The only ability by which one can sustain the entire process of life is Sustainability.

– Dr Rishi Raj Sharma

Instead of being just a fad, Sustainability is meant to be a new way of life.

– Tanveer Kaur

Anything that ensures the perpetual existence of life is Sustainability.

– Amanjot Singh Syan


This book is designed to serve as an elaborative text on Sustainability Marketing for the post-graduate programs in marketing and for researchers in this field. This book equips students and practitioners with the concepts, frameworks and techniques required for making better strategic decisions with regard to sustainability. This text clearly reflects the dynamism of the fast-developing field of marketing and it endeavours to be both rigorous and relevant in the contemporary world. We have collected inputs from various books, journals and business publications in the form of various concepts and frameworks in augmenting the field of sustainability marketing. We have also included many sustainability related cases of various recognized companies to equip the readers in developing analytical thinking concerning the prevailing sustainability issues.

All the 17 chapters of the book engulf the concept of sustainability to improvise and look at the conventional marketing strategies through the lens of sustainability. This text comprehensively entails the related fields of sustainability marketing and issues associated thereto. From the theoretical perspective, the text enshrines in maintaining an optimum balance between consumption and conservation of resources which truly manifests the basic elements of Triple Bottom Line (TBL) concept. The book attempts to harness the ability of TBL in the form of economic, social and ecological resources and their dynamics in the state of perfect equilibrium. The book further develops by integrating sustainability as a market strategy, thus laying thrust on how organisations' strategic marketing intent meets the consumers' desire for sustainable products. The present business scenario is witnessing a transition in which the trajectory of business projections needs to comply with sustainability goals which actually becomes the need for survival and prosperity of any organization.

Features of the Book

  • Each chapter contains Key Highlights/Learning Objectives in the beginning.

  • Each chapter contains various interesting and relevant examples, exhibits and cases from all around the world to give an international outlook to the book. These cases and examples illustrate the vital aspects of sustainability in marketing management.

  • The systematic and precise text with clear illustrations and lucid language makes the study of this subject way more interesting and engaging.

  • Each chapter ends with

    • End-of-chapter discussion questions

    • Critical thinking queries

These features are designed to foster the learning experience of students and practioners individually as well as in a group.

Organisation of the Content

The content of this book is quite comprehensive. It is divided into five parts.

Part I introduces the concept of marketing in the twenty-first century. The opening chapter presents the brief history of business and its sustainability. It explains the evolution of business management as a key concept. Chapter 2 provides an overview of all the marketing practices, which entails conventional as well as some prevalent practices. Chapter 3 introduces and elaborates the sustainability challenge being faced by the present day organizations. Further, Chapter 4 discusses the prevailing marketing and socio-ecological balance in the current business environment.

Part II introduces the concept of sustainability marketing as a new paradigm in the business arena. It includes Chapters 5, 6, 7 and 8. These chapters deal with the basic concept of sustainability marketing, the environmental aspect of sustainability marketing, social aspect of sustainability marketing and the economic aspect of sustainability marketing respectively.

Part III of the book discusses the various consumer centric aspects of sustainability marketing which is need of the hour. Chapter 9 emphasizes on crucial task of market segmentation, customer targeting and positioning of product. Chapter 10 is essentially devoted to the sustainable consumer and consumer behaviour in context of sustainability. Chapter 11 details the sustainability marketing mix and its components which are considered as replacement of the conventional four Ps of marketing mix. Chapter 12 captures the essence of branding and corporate personality with regard to sustainability.

Part IV deals with the groundwork and critical task of integrating sustainability marketing with a strategic intent of a business organization. Chapter 13 lays the foundation of strategy vis-a-vis sustainability marketing in business enterprises. It focuses and guides the practitioners to use sustainability as a strategic tool for gaining competitive edge. Chapter 14 entails the interconnectedness of internal and external business environments with regard to sustainability. Chapter 15 elaborates the diverse roots for the formulation of sustainability marketing strategies in an organization.

Part V constitutes two chapters. Chapter 16 explains the role of digitalization and e-commerce in promoting sustainability. Chapter 17 sheds light on the various emerging issues related to sustainability in the marketing field.


Since the inception of this project, numerous individuals have displayed extensive support and unbridled enthusiasm for the final accomplishment of this work.

We are very appreciative and owe warm thanks for all the hard work put in by the editorial and production staff of Emerald Publishing for assisting us at every step to transform our messy draft into a perfectly organized text book. They include Hayley Coulson (Publishing Assistant), James Whiteley (Publishing Assistant), Niall Kennedy (Senior Commissioning Editor), David Mulvaney (Editorial Assistant), Sundar Sharmila (Editorial Team), Sangeetha Rajan (Editorial Assistant), Sangeeta Menon (Publishing Relationship Manager) and others who directly or indirectly extended help in accomplishing this task.

We owe a tremendous debt of thankfulness to many friends and family members who have been generous with their time and support which allowed us to complete this project successfully. Special thanks are owed, in particular, to the valuable insights received from Dr Rama Bharadwaj and Ms. Aaina Dhingra. Without their support, we wouldn’t have been able to complete this task in time and with our best possible perfection. Lastly, all the strength and confidence bestowed upon us by the Almighty can never be forgotten. The Divine infused us with the passion to commence and finish this work enthusiastically.