Examination of multiple perspectives of sustainability in business
by Balamurugan Annamalai; Pratyush Ranjan; Shabana Chandrasekaran; Raja R.R. Singareddy
Interdisciplinary Environmental Review (IER), Vol. 20, No. 1, 2019

Abstract: Businesses are often misconceived as the antithesis of sustainability, despite the increasing emphasis given on sustainable practices by all stakeholders, namely, government, producers and consumers. Extant literature observes sustainability concerning each of the stakeholders through different lenses such as green marketing, eco-orientation and sustainable consumption. As a result, the meaning of the term 'sustainability' is often ambiguous and needs to be understood comprehensively. Examining the concept through the supply and demand perspective can bring forth more pragmatic insights related to sustainability in businesses. This umbrella review aims to study the varied perspective of sustainability concept and the underlying theories by taking a supply-demand perspective of producers and consumers. The study builds a thematic representation of the involved stakeholders surrounding the symbiotic relationship between sustainable consumption and green marketing concept. The observed drivers have immediate implications for marketing management in developing green marketing strategies.

Online publication date: Thu, 14-Mar-2019

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